Masstige Marketing Unveiling Future Research Agenda through Literature and Thematic Lens: A Review

This paper reviews the related masstige research literature for unveiling future research agendas and analyses the trends with thematic evolution. Because of its potential to close the gap between luxury and mainstream markets, masstige marketing has recently received much attention from scholars and scientific communities. This paper offers a thorough assessment of the literature with the intention of clarifying the status of masstige-related research. Using thematic clustering, the study examined 160 articles (6 articles published between 1968 and 2004, 78 articles between 2005 and 2020, and 76 articles between 2021 and 2024) from the Scopus database. VoS viewer was used in the study as a tool for thematic analysis. When addressing the diverse and most recent global trends, a thematic analysis of Masstige has a bright future. The study is distinctive because it is an attempt by the authors to comprehend the historical development of masstige-related research, highlight prior trends, and speculate on potential future opportunities by performing the literature review and in-depth thematic analysis. To investigate more about Masstige in the future and acquire a systematic understanding of it, both academics and practitioners may gain valuable insight from this study.