Scholarlink

The study addresses the need for a comprehensive understanding of the latest trends and the interdisciplinary nature of Brand Management and Marketing, essential for academics and practitioners to stay informed about significant developments. It aims to conduct a bibliometric analysis using the Scopus database and VOSviewer software to identify key themes and emerging research areas in Brand Management, providing valuable insights for new research directions. The methodology includes analyzing approximately 1481 publications focused on “Brand Management” and “Marketing”. The results reveal a steady increase in Brand Management publications, peaking in 2023, influenced by the COVID-19 pandemic. Research is primarily concentrated in the United States, United Kingdom, and India, with noticeable disparities in outputs from France and Italy. Keyword analysis highlights dominant themes such as ‘Brand Management,’ ‘Marketing,’ and ‘Marketing Strategy,’ underscoring diverse research interests and identifying potential areas for further study.

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Brand Management Research: A Bibliometric Analysis to Identify Emerging Trends

  • 章节

  • 发表日期：

    2026年

查看全文
  • Malek Ahmad Alsoud,
  • Hariharan N. Krishnasamy,
  • Suleiman Shelash,
  • Khaleel Ibrahim,
  • A. Vasudevan,
  • Chen Wenchang,
  • Sami Smadi,
  • Aktham Al Sarayreh,
  • Abdullah Ibrahim Mohammad

摘要

The study addresses the need for a comprehensive understanding of the latest trends and the interdisciplinary nature of Brand Management and Marketing, essential for academics and practitioners to stay informed about significant developments. It aims to conduct a bibliometric analysis using the Scopus database and VOSviewer software to identify key themes and emerging research areas in Brand Management, providing valuable insights for new research directions. The methodology includes analyzing approximately 1481 publications focused on “Brand Management” and “Marketing”. The results reveal a steady increase in Brand Management publications, peaking in 2023, influenced by the COVID-19 pandemic. Research is primarily concentrated in the United States, United Kingdom, and India, with noticeable disparities in outputs from France and Italy. Keyword analysis highlights dominant themes such as ‘Brand Management,’ ‘Marketing,’ and ‘Marketing Strategy,’ underscoring diverse research interests and identifying potential areas for further study.