Commercial Strategies

Commercial Strategies

Designing a Marketing Model for Masstige Using Interpretive Structural Modeling (ISM)

Document Type : Original Article

Authors
Ali Shariat najade 1
Sayedh Nasim Mousavi 2
1 Associate Professor, Department of Business Administration, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran.
2 PhD student in Human Resource Management, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran.
10.22070/cs.2026.21433.1467
Abstract
Introduction and Purpose: The concept of masstige marketing, as a novel strategy for offering authentic and luxury products at affordable prices in order 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 in order to maintain brand prestige while simultaneously reaching the mass market. This research is grounded in the positivist paradigm; however, it employs an interpretivist approach in the Interpretive Structural Modeling (ISM) phase to model the complex relationships among masstige factors. This combination enables the quantitative modeling of cause-and-effect relationships after the collection of expert-validated data.
Methodology: The main objective of this study is to design a structural marketing model for masstige using the Interpretive Structural Modeling (ISM) algorithm. In terms of objective, this research is applied, and it falls within the category of descriptive-survey studies. The statistical population of this study comprises managers and university professors in Khorramabad. With regard to the selection of the statistical population, given that the topic is masstige marketing, it was necessary to include individuals who were familiar with this concept both theoretically and practically and who possessed the required knowledge and expertise to answer the interview and questionnaire questions. Therefore, using the purposive sampling method and based on the principle of theoretical saturation, 30 managers and professors from universities in Khorramabad were selected. The selection of managers and professors as the initial statistical population was highly appropriate because, through their deep understanding of market structure, they were better able to explain the cause-and-effect relationships among the various factors of masstige marketing. They represent the most suitable 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 by telephone with the sample members over a period of 30 to 40 minutes, during which the key points mentioned by the experts were recorded. Furthermore, in the qualitative section, the data collection method involved content analysis, and theoretical validity, together with inter-coder reliability testing, confirmed the validity of both questionnaires. Specifically, a 16 × 16 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, a content validity index of 0.78 and a test-retest reliability coefficient of 0.85 were confirmed in the quantitative section. In this research, content analysis and coding using MaxQDA (2020) software were employed to analyze the data in the qualitative section, while the Interpretive Structural Modeling (ISM) method using MATLAB software was utilized in the quantitative section.
Findings: 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. An examination of these four components reveals that success in this field is not limited to providing high-quality services, but rather depends 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 competitor can help identify market opportunities and threats. Furthermore, the laws and regulations related to massage and health services, including permits, hygiene standards, and advertising restrictions, create a legal framework that either restricts or guides marketers’ activities. 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 target audience. Finally, the provider’s skill is presented as a vital human factor, as the provider’s experience, expertise, and ability to communicate with customers determine the quality of service and directly affect customer satisfaction and loyalty. In addition to these intervening factors, the environmental contexts provide the background against which effective marketing takes shape.
Discussion and Conclusion: The results of the qualitative section identified the key factors influencing masstige marketing, while the quantitative section used ISM to model the structural relationships among these factors. This modeling facilitated the separation and identification of root factors at higher levels and dependent factors at lower levels within the masstige marketing strategy. The findings successfully provide an ISM-based structural framework for explaining the system of cause-and-effect relationships among 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 multidimensional and dynamic process that requires 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 affects the target community by enhancing the social and economic value of the services provided. Therefore, it is recommended that marketers and managers in this field design and implement their strategies based on the precise identification of intervening factors, by leveraging existing platforms, focusing on key outcomes, and strengthening various dimensions of marketing in order to achieve sustainable success in market competition.
Keywords
Marketing
Masstige
Masstige Marketing
Interpretive Structural Modeling (ISM)
 
Abdul Rauf Shah,M.(2022). Linking Masstige Marketing with Masstige Value: A Study of Customers’ Views from an Emerging Market of Pakistan, Journal of Peace, Development and Communication, Volume 06, Issue 04,PP.240-262.https://doi.org/10.36968/JPDC-V06-I04-17.
Bian, Q., & Forsythe, S. (2012). Purchase intention for luxury brands: A cross cultural comparison. Journal of Business Research, 65(10), 1443-1451.https://doi.org/10.1016/j.jbusres.2011.10.010
Bhat, S., & Reddy, S. K. (1998). Symbolic and functional positioning of brands. Journal of consumer marketing, 15(1), 32-43. https:// doi. 10.1108/07363769810202664
Baek, T. H., Kim, J., & Yu, J. H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology & Marketing, 27(7), 662-678. https:// doi. 10.1002/mar.20350
Brahma, M. (2019). Masstige game: How to win both Praja and Raja. (M. Brahma, Ed.) Retrieved from https://www.dnaindia.com/business/column-masstige-game-how-to-win-both-praja-and-raja-2743221. https://www.researchgate.net
Chatterjee, S., Chaudhuri, R., & Vrontis, D. (2023). Masstige marketing: An empirical study of consumer perception and product attributes with moderating role of status, emotion, and pride. Journal of Business Research, 155, 113401. https://doi.org/10.1016/j.jbusres.2022-113401Get rights and content
Das, M., Saha, V., Jebarajakirthy, C., Kalai, A., & Debnath, N. (2022). Cultural consequences of brands' masstige: An emerging market perspective. Journal of Business Research, 146, 338-353.https://doi.org/10.1016/j-jbusres-2022-03-081
Kumar, A., Paul, J., & Unnithan, A. B. (2020). ‘Masstige’ marketing: A review, synthesis andresearch agenda. Journal of Business Research, 113, 384-398.https://doi.org/10.1016/j.jbusres-2019-09-030
Kumar, A., & Paul, J. (2018). Mass prestige value and competition between American versus Asian laptop brands in an emerging market—Theory and evidence. , (5), 969–981. International Business Review 27, https://doi.org/10.1016/j.ibusrev-2018.02-007
Klevernic,L., & Brdar, I.(2024). The Role of  Social Media  in Shaping Masstige Marketing Straiegies, Papers From The Thematic Areas  of The Conference, Marketing and Management, PP.102-108. https:/doi.10.15308/finiz-2024-102-108
Moorlock, E., Dachs ,O., D., Stokes ,P., & Larsen,G.(2023). Constructing Consumer-Masstige brand relationships in a volatile social reality, Journal of Business Research, Journal of Business, 155 ,113381,PP.1-14. https://doi.org/10.1016/j.jbusres-2022-113381
Malik C. , I., & Jain, H., C.(2024). How Do Masstige Marketing and Country of Origin Impact Consumers in an Emerging Market ? An Investigation, ndian Journal of Marketing,PP.26-42. DOI : https://doi.org/10.17010/ijom/2024/v54/i11/174629
Nawaz, S., Jiang, Y., Alam, F., & Nawaz, M. Z. (2020). Role of Brand Love and Consumers’ Demographics in Building Consumer–Brand Relationship. SAGE Open,10(4),215824402098300. https://doi.10.1177/2158244020983005
Paul, J. (2018). Toward a 'masstige' theory and strategy for marketing. European Journal of International Management 12 , (5–6), 722–745. https://doi.org/1-.1504/EJIM.201-.094466
Paul, J. (2019). Masstige model and measure for brand management. , (3), European Management Journal 37 ,299–312. https://doi.org/10.1016/j.emj-2018-07-003
Paul, J.(2015). Masstige marketing redefined and mapped, Introducing a pyramid model
1.      and MMS measure, Marketing Intelligence & Planning,Vol. 33 No. 5,PP. 1-18. https:/ doi.10.1108/MIP-02-2014-0028
Robertson, J., Botha, E., Ferreira, C., & Pitt, L. (2022). How deep is your love? The brand love-loyalty matrix in consumer-brand relationships. Journal of Business Research, 149, 651-662. https://doi.org/10.1016/j.jbusres-2022-05-058
Riley, F. D., Pina, J. M., & Bravo, R. (2013). Downscale extensions: Consumer evaluation and feedback effects. Journal of Business Research, 66(2), 196-206.https://doi.org/10.1016/j.jbusres.2012-07.013
Sankhla,G., & Mathur,A.(2020). Masstige Marketing and the Perceived Brand Equity of Mobile Phone Brands In India, Indian  Institute of Mangement Kozhikode 04th International Conference on Marketing, Technology & Society,PP.1-3. https://www.iimk.ac.in/research/markconf20/
Sasivardhini,V., &. Kalivani, M.(2022). There is Not Onlyone Luxury  A Go Beyond Peresoective With Masstige Marketing, Journal of Tianjin University Science and Technology, Vol: 55 Issue: 05,PP.679-685. https:/doi.10.17605/OSF-IO/4KJHX
Sankhla,G. & Mathur,A.(2020). Masstige Marketing and the Perceived Brand Equity of Mobile Phone Brands In India, Indian Institute of Management Kozhikode 04 th International Conference on Marketing, Technology & Society, Available online at ,PP.1-3. https://www.iimk.ac.in/research/markconf20/
Sasivardhini, V., & Kalaivani, M.(2022). There Is Not Only One  Luxury a Go Beyond Perespective Wtth Masstige Marketing, Journal of Tianjin University Science and Technology, Vol: 55 Issue: 05,PP.679-685. DOI 10.17605/OSF.IO/4KJHX
Silverstein, M. J., & Fiske, N. (2003). Luxury for the masses. United States: Harvard Business School Press. https://www.researchgate.net/
Shukla, P., & Purani, K. (2012). Comparing the importance of luxury value perceptions in crossnational contexts. Journal of Business Research, 65(10), 1417-1424. https://doi.org/10.1016/j.jbusres.2011-10.007
Sankhla,G., & Mathur, A.(2020). Masstige Marketing and the Perceived Brand Equity of Mobile Phone Brands In India, Indian Institute of  Manaegment Kozhikode 04 th International Conference on Marketing, Technology & Society,PP.2-3. https://www.iimk.ac.in/research/markconf20/
Steenkamp, J. B. E., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value.Journal of International Business Studies, 34 (1), 53-65. https://doi.10.1057/palgrave.jibs-840000
Wang, & Qiao, F. (2020). The symbolic meaning of luxury-lite fashion brands among younger Chinese consumers. Journal of Fashion Marketing and Management: An International Journal, 24(1), 83-98. https://doi.org/10.1108/JFMM-09-2019-0204
Wang, Z., Yuan, R., Luo, J., & Liu, M. J. (2022). Redefining “masstige” luxury consumption  in the post-COVID era. Journal of Business Research, 143, 239-254. https://doi.org/10.1016/j.jbusres.2022-01-057
Zaheer, S., A., a Anis, U., & Jamil,S.(2023). Exploring Masstige Marketing: a Practical Investigation Into Consumer Perceptions and Product Attributes, Journal for Business Education and Management, Volume 3, Issue 2, PP 35-58. https:// doi.10.56596/jbem-v3i2-48
 
Commercial Strategies
Volume 22, Issue 25
August 2025
Pages 1-22