Revisiting Masstige Marketing: A Structured Literature Review and Future Research Agenda Using SPAR-4-SLR and S-O-R Model

Abstract

Masstige has emerged as a form of luxury that successfully appeals to a larger market without compromising its luxury image. This study conducts a systematic literature review and bibliometric analysis of 75 Scopus-indexed articles published between 2007 and April 2025. The review synthesizes prevailing trends, theoretical foundations, methodological approaches, and research gaps in masstige marketing. The study applies the SPAR-4-SLR to ensure the rigor of the review process while using Theory, Context, Characteristics, Methodology (TCCM) for structuring insight, and S-O-R is applied to frame the implications for future research. Findings reveal that although masstige marketing has gained global recognition, empirical research remains predominantly concentrated in developing markets, where expanding middle-class aspirations provide a fertile context for affordable luxury consumption. There is limited exploration of service sectors and cross-cultural or cross-national contexts. This review outlines key theoretical perspectives, such as masstige theory, and highlights emerging contexts, including B2B markets, the metaverse, and virtual reality. We propose a scope of future research on consumer psychology in immersive digital contexts and advocate the use of mixed methods, cross-cultural studies, and AI-based tools. Grounded in the Stimulus-Organism-Response (S-O-R) model, this review provides a basis for future researchers to advance both theory and practice in masstige marketing.