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INTERNATIONAL JOURNAL OF ADVANCED RESEARCH IN COMMERCE, MANAGEMENT & SOCIAL SCIENCE (IJARCMSS) [ Vol. 9 | No. 1 (II) | January - March, 2026 ]

Understanding Masstige through TCCM: A Systematic Review

Jesika & Dhun

Masstige is a concept of combining mass accessibility with prestige, emerging as an important marketing strategy. The current research aims to provide a structured and comprehensive understanding of masstige marketing by conducting a Systematic Literature Review using the TCCM framework. A total of 40 peer-reviewed articles were selected from the Scopus database using the PRISMA method. The findings of the research reveal that Masstige theory, Customer-based equity, and Downward Line extension Theory, are the most frequently applied. Most of the studies focuses on emerging markets, like India, Highlighting its importance in rapidly developing countries. The studies mainly concentrate on consumer motivation, brand engagement, social media influence, and purchase intention. The research is mainly centered on industries like fashion, cosmetics, and technology, with a strong reliance on quantitative survey methods. However, key gaps exist, including limited research in service sectors, lack of geographical diversity, minimal exploration of e-masstige, and the dominance of cross-sectional quantitative designs.

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