Bridging the Luxury‐Affordability Gap: Exploring Masstige Marketing in Emerging Service Markets: A Case Study in Bangladesh

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.