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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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2024-09-01
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| Series: | International Review of Management and Marketing |
| Subjects: | |
| Online Access: | https://www.econjournals.com.tr/index.php/irmm/article/view/16620 |
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