Aim and Intuoductiom: The concept of Masstige Marketing as a novel strategy for offering authentic and luxury products at affordable prices to attract the middle class—has captured the attention of marketing researchers in recent years. This approach requires a deep understanding of how the four elements of marketing interact to maintain brand prestige while simultaneously reaching the mass market. This research is founded on the positivist paradigm, but it employs an interpretivist approach in the Structure Interpretation Modeling (ISM) phase to model the complex relationships among masstige factors. This combination enables the quantitative modeling of cause-and-effect relationships after collecting expert-validated data.
Methodology: The main objective of this study is to design a structural marketing model for mastige using the Interpretive Structural Modeling (ISM) algorithm. In terms of objective, this research is applied and falls under the category of descriptive-survey studies. The statistical population of this study comprises managers and university professors in Khorramabad. Regarding the selection of the statistical population, given that the topic is Masstige Marketing, individuals familiar with this concept both theoretically and practically, possessing the necessary informational mastery to answer interview and questionnaire questions, needed to be included. Therefore, using the purposive sampling method and based on the principle of theoretical saturation, 30 managers and professors from Khorramabad universities were selected. The selection of managers and professors as the initial statistical population was highly appropriate because they can better explain the cause-and-effect relationships between various factors of masstige marketing through a deep understanding of the market structure. They represent the best choice for examining the masstige marketing model.The data collection tool in the qualitative section was a semi-structured interview, part of which was conducted in person and another part over the phone with the sample members within a thirty to forty-minute period, during which key points mentioned by the experts were noted. Furthermore, for the qualitative section, the data collection method utilized content analysis and theoretical validity, along with inter-coder reliability testing, confirming the validity of both questionnaires. Specifically, a [16x16] matrix questionnaire was provided to the experts both in person and via email, asking them to respond based on the Interpretive Structural Modeling (ISM) algorithm. To measure the validity and reliability of the data collection tool, content validity of 0.78 and test-retest reliability of 0.85 were confirmed in the quantitative section.In this research, content analysis and coding using MaxQDA(2020) software were employed for analyzing the data in the qualitative section, while the Interpretive Structural Modeling (ISM) method using Matlab software was utilized for the quantitative section.
Finding: Masstige Marketing, as a specialized branch of marketing within the domain of wellness and relaxation services, requires a deep understanding of intervening factors, contextual backgrounds, key outcomes, and various dimensions. Examining these four components reveals that success in this field is not limited to providing high-quality services but relies on a combination of environmental factors, professional skills, and effective marketing strategies that can create a significant difference in customer acquisition and retention.Initially, the intervening factors play a decisive role in shaping marketing strategies. Market competition stands out as one of the most important factors, directly influencing marketers’ decisions; recognizing the number of competitors, the intensity of competition, and the positioning of each one can help identify market opportunities and threats. Furthermore, the laws and regulations related to massage and health services—including permits, hygienic standards, and advertising restrictions—create a legal framework that restricts or guides the activities of marketers. On the other hand, social culture and attitudes determine the acceptance of massage services and the importance of relaxation and wellness within society; understanding beliefs, traditions, and health trends allows marketers to align their messaging with the audience. Finally, the provider’s skill is presented as a vital human factor, as their experience, expertise, and ability to communicate with customers determine the quality of service and directly affect customer satisfaction and loyalty. In addition to the intervening factors, the environmental contexts provide the background upon which effective marketing takes shape.
Discussion and Conclusion: The results of the qualitative section extracted the key factors influencing masstige marketing, while the quantitative section used ISM to model the structural relationships between these factors. This modeling facilitated the separation and identification of root factors (high-level) and dependent factors (low-level) in the masstige marketing strategy.The findings successfully provide an ISM-based structural framework to explain the cause-and-effect relationship system of masstige factors. This model enables managers to maximize the effectiveness of their strategies in a competitive environment by focusing on the root factors. Overall, the conclusion is that masstige marketing is a multi-dimensional and dynamic process that necessitates a combination of environmental analysis, human factor management, the use of new technologies, and a focus on customer experience. This combination not only improves brand positioning and increases revenue but also positively impacts the target community, enhancing the social and economic value of the provided services. Therefore, it is recommended that marketers and managers in this field design and implement their strategies based on the precise identification of intervening factors, leveraging existing platforms, focusing on key outcomes, and strengthening various dimensions of marketing to achieve sustainable success in market competition.