مقاله انگلیسی مروری بر سه دهه تحقیق آکادمیک در مورد ارزش ویژه برند
Abstract
Keywords
Introduction
Methodology
Results
Main conclusions
Limitations and future research
Declaration of Competing Interest
Funding
References
Abstract
This paper analyzes the scientific research on brand equity published over the last three decades, based on data from the Web of Science (WoS) and Scopus databases. The research objective is to identify both the predominant and the emerging themes related to this topic. This study takes a bibliometric approach, analyzing the cooccurrence of keywords and bibliographic coupling to evaluate the scientific evolution of this scholarly topic, based on a total of 2,730 publications. The results are visually represented in strategic diagrams and longitudinal maps, which indicate that, during the last decade, the motor themes that have emerged around brand equity research include: tourist destinations; satisfaction; products; and brand awareness. This insight provides researchers and professionals with a better understanding of the state of the art that will enable them to gear their research toward emerging issues in this field, such as sports or attitudes.
Introduction
In recent decades, one of the constructs that have attracted particular attention among scholars dealing with brand management is that of brand equity (hereafter, BE) (Buil, de Chernatony, and Martínez, 2013; Iglesias, Markovic, and Rialp, 2019a; Keller and Lehmann, 2006). This is a fundamental topic in marketing and a valuable asset for firms (Aaker, 1991; Christodoulides, Cadogan, and Veloutsou, 2015; Del Barrio-García and Prados-Pena, 2019 ˜ ). However, scholarly consensus in terms of its definition, the dimensions it encompasses, and its measurement is yet to be reached (Londono, Elms, and Davies, 2016 ˜ ). Regarding the latter aspect, the lack of agreement over how to best measure BE simply adds to the challenges already facing marketing professionals, particularly in terms of where to justifiably invest time and resources in brand-building endeavors (Christodoulides et al., 2015)