Author(s) :   Mahak Jain¹, Dr. Seema Malik²

Abstract : Masstige marketing has gained a lot of attention in recent years. This paper organises the existing information in this field through bibliometric analysis using CiteSpace, which clarifies the definition in the field of masstige marketing with special focus on identifying the themes of the clusters. More importantly, it identifies potential directions for future research. The findings indicate that masstige marketing is a lucrative subject, with yearly publications rising, particularly in the last three years. Additionally, there are robust, cross-regional linkages and somewhat complex networks of collaborations among the universities; the most productive authors also receive a high citation rate, which is consistent with earlier findings from other studies. The cluster view of the co-cited references highlighted the four lagrest clusters along with their themes as purchase intention, brand advocacy, consumer flexibility, and evidence. Moreover, the terms "mass prestige," "masstige marketing," "brand equity," and "masstige brands" are more acceptable in this field of study and have dominated recent studies. This study adds novelties by building a framework for understanding this field, pointing out existing gaps, and suggesting important future research directions that will address past research shortcomings and improve the body of knowledge.

Keywords: Masstige marketing, bibliometrics, CiteSpace, Scopus, Web of Science.

DOI : 10.61161/ijarcsms.v13i3.3

Pages : 25-40

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