{"title":"Bridging the Luxury-Affordability Gap: Exploring Masstige Marketing in Emerging Service Markets: A Case Study in Bangladesh","authors":"Emon Kalyan Chowdhury, Robaka Shamsher","doi":"10.1002/pa.70079","DOIUrl":null,"url":null,"abstract":"<div>\n \n <p>This study explores the rising phenomenon of masstige marketing in the service industry in Bangladesh. By analyzing consumer behavior, business strategies, and market dynamics, this research aims to understand the impact of offering premium-quality services at affordable prices. A survey of 353 respondents, combined with rigorous data analysis, revealed the positive effects of masstige on local businesses, consumer perceptions, and overall industry growth. However, challenges such as pricing strategies, brand positioning, and competition persist. This study contributes to the expanding body of research on masstige marketing, particularly in emerging economies, and provides valuable insights for businesses, policymakers, and scholars.</p>\n </div>","PeriodicalId":47153,"journal":{"name":"Journal of Public Affairs","volume":"25 4","pages":""},"PeriodicalIF":1.8000,"publicationDate":"2025-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Public Affairs","FirstCategoryId":"1085","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1002/pa.70079","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"PUBLIC ADMINISTRATION","Score":null,"Total":0}
引用次数: 0
Abstract
This study explores the rising phenomenon of masstige marketing in the service industry in Bangladesh. By analyzing consumer behavior, business strategies, and market dynamics, this research aims to understand the impact of offering premium-quality services at affordable prices. A survey of 353 respondents, combined with rigorous data analysis, revealed the positive effects of masstige on local businesses, consumer perceptions, and overall industry growth. However, challenges such as pricing strategies, brand positioning, and competition persist. This study contributes to the expanding body of research on masstige marketing, particularly in emerging economies, and provides valuable insights for businesses, policymakers, and scholars.
期刊介绍：
The Journal of Public Affairs provides an international forum for refereed papers, case studies and reviews on the latest developments, practice and thinking in government relations, public affairs, and political marketing. The Journal is guided by the twin objectives of publishing submissions of the utmost relevance to the day-to-day practice of communication specialists, and promoting the highest standards of intellectual rigour.
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