Purpose The study aims to recognize the trends of research in the current scenario and align the future directions in the area of masstige marketing by conducting a bibliometric analysis of literature that is in the Scopus databases between 2001 to 2023. Design/methodology/approach Several research, such as keyword, citation, author's analysis, and corresponding author's analysis have been done. The study analyses 106 articles from Scopus database published between 2001 and 2023, using the bibliometric technique. Findings India stands out as the country in which the highest number of studies were conducted on the topic. To identify the crucial segments of the research, keyword analysis was conducted. Masstige, mass prestige affordable luxury are the frequently used keywords. Research limitations/implications The present study has utilized the VOS viewer software and Biblioshiny as a tool for conducting the bibliometric analysis of the extracted data. The findings of the research showed the articles’ publication has risen from 2009 onwards. Moreover, Bradford's Law application has revealed the prime sources of studies on masstige. Practical implications The current study has a few implications that are worthy for the marketing managers and the branding houses in the formation of promotional strategies in the developing markets. Social implications The present study is beneficial for society and consumers as it helps in buying affordable brands with premium quality at reasonable prices. Originality/value Masstige is an emerging area in the field of academic research related to luxury branding markets, thereby making it a potential scholarly discipline. The study adds to the body of present knowledge by minimizing limits on the year, country and area.
Siddiqa Fatima (Sat,) studied this question.