The Role of Masstige in Redefining Brand Equity, Consumer Perception and Market Positioning for Healthcare Industry: A Systematic Literature review

Abstract

A literature survey serves as a foundational tool for comprehensively exploring and framing complex, multidimensional constructs such as brand equity and masstige, especially within sectors like healthcare (Webster & Watson, 2002). Traditionally applied in consumer and luxury product contexts, these constructs are increasingly relevant in healthcare branding due to growing consumer expectations for value-driven, emotionally resonant, and accessible services. In Australia, public investments in initiatives like the Acacia digital health system and the Long COVID task force demonstrate a strategic shift toward branding healthcare services as high-value and high-trust offerings - core traits of masstige positioning (Australian Government Department of Health, 2023). Similarly, India’s hospital networks reveal how leadership, internal branding, and patient satisfaction collectively contribute to perceived brand value, highlighting the cross-sectoral applicability of masstige branding frameworks (Sengupta et al., 2021).