MAPPING THE INTELLECTUAL STRUCTURE OF MASSTIGE MARKETING RESEARCH: A BIBLIOMETRIC ANALYSIS

Masstige marketing has emerged as a compelling response to the growing desire for prestige among consumers who seek premium experiences at accessible prices. As the global middle class expands and consumption aspirations intensify, masstige brands have increasingly blurred the boundaries between luxury and mass markets. Although academic interest in masstige marketing has grown steadily over the past decade, existing research remains scattered, making it difficult to understand how the field has evolved as a whole. This study addresses this gap by providing a comprehensive bibliometric analysis of masstige marketing research published between 2014 and 2025. Drawing on 203 peer-reviewed journal articles retrieved from the Dimensions.ai database and analysed using VOSviewer, the study maps publication trends, influential authors, collaboration networks, and dominant research themes. The findings reveal a sharp rise in scholarly attention after 2020, driven by a small group of highly influential researchers and increasing international collaboration across developed and emerging economies. The results also demonstrate the interdisciplinary reach of masstige research, with marketing and tourism emerging as particularly impactful domains. By offering a structured overview of the intellectual landscape of masstige marketing, this study enhances clarity in the field and provides a meaningful foundation for future research and theory development.