Mapping the Landscape of Brand Equity Research: A Bibliometric Analysis of SCOPUS Data (1993-2023)
This study aims to conduct a comprehensive bibliometric analysis of brand equity research from 1993 to 2023, focusing on identifying influential publications, authors, journals, theoretical models, thematic evolution, and potential research gaps. The research employs a rigorous methodology, initial...
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| Format: | Article |
| Language: | English |
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EconJournals
2024-09-01
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| Series: | International Review of Management and Marketing |
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| Online Access: | https://www.econjournals.com.tr/index.php/irmm/article/view/16620 |
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| _version_ | 1846107044918067200 |
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| author | Chuan Zheng Munirah Khamarudin Azanin Ahmad |
| author_facet | Chuan Zheng Munirah Khamarudin Azanin Ahmad |
| author_sort | Chuan Zheng |
| collection | DOAJ |
| description |
This study aims to conduct a comprehensive bibliometric analysis of brand equity research from 1993 to 2023, focusing on identifying influential publications, authors, journals, theoretical models, thematic evolution, and potential research gaps. The research employs a rigorous methodology, initially analyzing 1,483 articles from 449 sources from the SCOPUS database. Various analytical techniques by VOSviewer and Biblioshiny, including source, author, document, thematic, and keyword analysis, are utilized to extract insights. Key findings include the identification of influential publications, authors, and journals, as well as the categorization and models of brand equity. Additionally, prominent theoretical models are highlighted, alongside emerging topics and research clusters. This study provides valuable insights for researchers, practitioners, and policymakers in understanding the foundational elements and contemporary trends in brand equity research. This research contributes to the literature by offering a comprehensive and up-to-date analysis of brand equity research, highlighting existing knowledge gaps and potential avenues for future investigation.
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| format | Article |
| id | doaj-art-2688e38614a0411ebd2dbae542ba5b05 |
| institution | Kabale University |
| issn | 2146-4405 |
| language | English |
| publishDate | 2024-09-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj-art-2688e38614a0411ebd2dbae542ba5b052024-12-27T01:05:13ZengEconJournalsInternational Review of Management and Marketing2146-44052024-09-0114510.32479/irmm.16620Mapping the Landscape of Brand Equity Research: A Bibliometric Analysis of SCOPUS Data (1993-2023)Chuan Zheng0Munirah Khamarudin1Azanin Ahmad2School of Business Management, Marketing, Universiti Utara Malaysia, Sintok, MalaysiaSchool of Business Management, Marketing, Universiti Utara Malaysia, Sintok, MalaysiaSchool of Business Management, Marketing, Universiti Utara Malaysia, Sintok, Malaysia This study aims to conduct a comprehensive bibliometric analysis of brand equity research from 1993 to 2023, focusing on identifying influential publications, authors, journals, theoretical models, thematic evolution, and potential research gaps. The research employs a rigorous methodology, initially analyzing 1,483 articles from 449 sources from the SCOPUS database. Various analytical techniques by VOSviewer and Biblioshiny, including source, author, document, thematic, and keyword analysis, are utilized to extract insights. Key findings include the identification of influential publications, authors, and journals, as well as the categorization and models of brand equity. Additionally, prominent theoretical models are highlighted, alongside emerging topics and research clusters. This study provides valuable insights for researchers, practitioners, and policymakers in understanding the foundational elements and contemporary trends in brand equity research. This research contributes to the literature by offering a comprehensive and up-to-date analysis of brand equity research, highlighting existing knowledge gaps and potential avenues for future investigation. https://www.econjournals.com.tr/index.php/irmm/article/view/16620Brand Equity, Brand, Bibliometric Analysis, Thematic Review, Literature Review |
| spellingShingle | Chuan Zheng Munirah Khamarudin Azanin Ahmad Mapping the Landscape of Brand Equity Research: A Bibliometric Analysis of SCOPUS Data (1993-2023) International Review of Management and Marketing Brand Equity, Brand, Bibliometric Analysis, Thematic Review, Literature Review |
| title | Mapping the Landscape of Brand Equity Research: A Bibliometric Analysis of SCOPUS Data (1993-2023) |
| title_full | Mapping the Landscape of Brand Equity Research: A Bibliometric Analysis of SCOPUS Data (1993-2023) |
| title_fullStr | Mapping the Landscape of Brand Equity Research: A Bibliometric Analysis of SCOPUS Data (1993-2023) |
| title_full_unstemmed | Mapping the Landscape of Brand Equity Research: A Bibliometric Analysis of SCOPUS Data (1993-2023) |
| title_short | Mapping the Landscape of Brand Equity Research: A Bibliometric Analysis of SCOPUS Data (1993-2023) |
| title_sort | mapping the landscape of brand equity research a bibliometric analysis of scopus data 1993 2023 |
| topic | Brand Equity, Brand, Bibliometric Analysis, Thematic Review, Literature Review |
| url | https://www.econjournals.com.tr/index.php/irmm/article/view/16620 |
| work_keys_str_mv | AT chuanzheng mappingthelandscapeofbrandequityresearchabibliometricanalysisofscopusdata19932023 AT munirahkhamarudin mappingthelandscapeofbrandequityresearchabibliometricanalysisofscopusdata19932023 AT azaninahmad mappingthelandscapeofbrandequityresearchabibliometricanalysisofscopusdata19932023 |