Bibliometric assessment and research trends: five decades of brand image
Brand image distinguishes a company, product, or service from others, making it an asset worth investing in. Recognizing the key themes related to brand image is essential for fostering collaboration and ensuring that research progresses toward desired goals. Therefore, this bibliometric study’s...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2024
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| Online Access: | http://journalarticle.ukm.my/24745/1/Pengurusan_71_2.pdf http://journalarticle.ukm.my/24745/ https://www.ukm.my/jurnalpengurusan/volume-main/vol71/ |
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| Summary: | Brand image distinguishes a company, product, or service from others, making it an asset worth investing in.
Recognizing the key themes related to brand image is essential for fostering collaboration and ensuring that
research progresses toward desired goals. Therefore, this bibliometric study’s objective was to uncover global
research trends on the topic of brand image based on publishing output, co-authorship, country, and co
occurrence. We used the Scopus indexing database to identify 2,605 relevant papers published from January 1971
to November 2021. Utilizing the VOSViewer application, bibliometric procedures were subsequently employed to
analyze the global performance, development, and impact of brand image research. Our results revealed that:
the USA has the most brand image-related publications; the majority of brand image articles have been published
in Scopus Quartile 1 journals; and the most recent author keywords are social media, perceived value, and
purchase intention. By tracking the origins and evolution of brand image research over time, this article's
originality serves as a reference point for expanding the literature on brand image and providing directions for
future study. |
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