Scientometric Analysis of Brand Personality
نویسندگان
چکیده
The main focus of brand personality is the emotional bond that consumer establishes with product or service on offer and strategies are developed to strengthen such bond. This concept has received increasing attention both its study applications have escaped field where it initially originated: marketing. Despite above, no studies been carried out analyze scientific production trends associated it. prevents us from knowing what state development in how you project lines development, at research applied levels. aim this paper a presentation literature subject using scientometric analysis based Web Science database. results reveal 531 papers were identified period between 1975 2019, an exponential growth terms constant number quotations, Aaker being most cited author Davies productive. An was also co-authorship clusters for production, institutions affiliation, countries authors come from, as well journals disseminated. conclusion taken off past few decades different areas knowledge allowing go beyond marketing perspective order encompass disciplines business, psychology, services, communication, education, social sciences general.
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ژورنال
عنوان ژورنال: Sustainability
سال: 2022
ISSN: ['2071-1050']
DOI: https://doi.org/10.3390/su15010731