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 obj...
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Online Access: | http://ir.unimas.my/id/eprint/45897/3/Bibliometric%20Assessment.pdf http://ir.unimas.my/id/eprint/45897/ https://www.ukm.my/jurnalpengurusan/article/bibliometric-assessment-and-research-trends-five-decades-of-brand-image/ https://doi.org/10.17576/pengurusan-2024-71-2 |
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my.unimas.ir.458972024-08-30T01:58:20Z http://ir.unimas.my/id/eprint/45897/ Bibliometric Assessment and Research Trends : Five Decades of Brand Image Siti Aisyah, Ya'kob Rohaizat, Baharun Siti Ngayesah, Ab Hamid Masilah, Mohamad H Social Sciences (General) 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. UKM Press 2024 Article PeerReviewed text en http://ir.unimas.my/id/eprint/45897/3/Bibliometric%20Assessment.pdf Siti Aisyah, Ya'kob and Rohaizat, Baharun and Siti Ngayesah, Ab Hamid and Masilah, Mohamad (2024) Bibliometric Assessment and Research Trends : Five Decades of Brand Image. Jurnal Pengurusan, 71 (2). pp. 1-15. ISSN 2716-5906 https://www.ukm.my/jurnalpengurusan/article/bibliometric-assessment-and-research-trends-five-decades-of-brand-image/ https://doi.org/10.17576/pengurusan-2024-71-2 |
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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. |
format |
Article |
author |
Siti Aisyah, Ya'kob Rohaizat, Baharun Siti Ngayesah, Ab Hamid Masilah, Mohamad |
author_facet |
Siti Aisyah, Ya'kob Rohaizat, Baharun Siti Ngayesah, Ab Hamid Masilah, Mohamad |
author_sort |
Siti Aisyah, Ya'kob |
title |
Bibliometric Assessment and Research Trends : Five Decades of Brand Image |
title_short |
Bibliometric Assessment and Research Trends : Five Decades of Brand Image |
title_full |
Bibliometric Assessment and Research Trends : Five Decades of Brand Image |
title_fullStr |
Bibliometric Assessment and Research Trends : Five Decades of Brand Image |
title_full_unstemmed |
Bibliometric Assessment and Research Trends : Five Decades of Brand Image |
title_sort |
bibliometric assessment and research trends : five decades of brand image |
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UKM Press |
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2024 |
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http://ir.unimas.my/id/eprint/45897/3/Bibliometric%20Assessment.pdf http://ir.unimas.my/id/eprint/45897/ https://www.ukm.my/jurnalpengurusan/article/bibliometric-assessment-and-research-trends-five-decades-of-brand-image/ https://doi.org/10.17576/pengurusan-2024-71-2 |
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