“From prestige to popularity: a thematic exploration of Masstige Marketing's evolution and consumer influence”

Purpose The purpose of this study is to examine the evolution of Masstige marketing, identify the consumer and market forces driving its growth and map its major thematic areas through a bibliometric approach. It aims to provide conceptual clarity and guide future research and strategic branding applications in the Masstige domain. Design/methodology/approach The study employs a systematic bibliometric analysis guided by the PRISMA framework, using 61 articles from Web of Science and Scopus. Thematic evolution is examined through theme mapping, factorial analysis, tree map visualisation and three-field plot analysis, with COREQ and Theory–Context–Characteristics–Methodology models ensuring analytical rigour and structural clarity. Findings The study identifies three dominant thematic clusters in Masstige literature: cultural perspectives and emerging markets, strategic balancing of exclusivity and affordability, and brand equity driven by prestige, authenticity, trust and willingness to pay. It also highlights rising research interest in consumer psychology, scale development, sustainability and digital influences, as well as apparent differences in Masstige adoption between developed and developing markets, indicating a broadening scope and increasing strategic relevance. Research limitations/implications Relying solely on Web of Science and Scopus may exclude niche regional research offering deeper emerging-market insights; bibliometric focus restricts contextual depth, and findings reflect only the data-collection period. Practical implications The study demonstrates that Masstige branding can significantly enhance customer loyalty by combining exclusivity with a broad market reach. Brands can improve trust and emotional connection through influencer marketing, symbolic and prestige-driven communication, and corporate social responsibility initiatives. With consumer preferences rapidly shifting, companies should integrate digital strategies, AI-enabled customisation and sustainability messaging to strengthen brand equity. Continued cross-cultural insight and data-driven decision-making will support more resilient and globally competitive Masstige strategies. Originality/value This study provides one of the first comprehensive bibliometric mappings of Masstige marketing literature using advanced analytical tools. By synthesising diverse research strands and identifying thematic gaps, the article offers valuable insights for both academics and practitioners. It contributes to the strategic understanding of how Masstige branding functions in a global context, particularly in relation to consumer aspirations and market segmentation.