Bibliometric Assessment and Research Trends: Five Decades of Brand Image
Penilaian Bibliometrik dan Aliran Penyelidikan: Lima Dekad Imej Jenama

Faculty of Economics and Business
Universiti Malaysia Sarawak
94300 Kota Samarahan, Sarawak, MALAYSIA.

Azman Hashim International Business School
Universiti Teknologi Malaysia
54100 Kuala Lumpur, MALAYSIA.

ysaisyah@unimas.my; siti87@graduate.utm.my

Faculty of Management
Universiti Teknologi Malaysia
81310 Skudai, Johor, MALAYSIA.

m-rohaizat@utm.my

Faculty of Economics and Management
Universiti Kebangsaan Malaysia
43600 UKM Bangi, Selangor, MALAYSIA.

ctngayesah@ukm.edu.my

Malaysia Japan International Institute Technology;
Universiti Teknologi Malaysia
54100, Kuala Lumpur, MALAYSIA.

Faculty of Business Management
Universiti Teknologi MARA Cawangan Negeri Sembilan
Kampus Kuala Pilah
72000 Kuala Pilah, Negeri Sembilan, MALAYSIA.

masilah@graduate.utm.my

Abstract

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.

 

 

Keywords

author keyword; Bibliometric; Brand image; Scopus; vosviewer
https://doi.org/10.17576/pengurusan-2024-71-2

Citation

Ya’kob, S. A., Baharun, R., Ab Hamid, S. N., & Mohamad, M. (2024). Bibliometric Assessment and Research Trends: Five Decades of Brand Image. Jurnal Pengurusan, 71, –. https://doi.org/10.17576/pengurusan-2024-71-2

@article{ya’kob2024bibliometric,
  title={Bibliometric Assessment and Research Trends: Five Decades of Brand Image},
  author={Ya’kob, Siti Aisyah and Baharun, Rohaizat and Ab Hamid, Siti Ngayesah and Mohamad, Masilah},
  journal={Jurnal Pengurusan},
 

volume={71},
  number={},
  pages={—},
  year={2024},
  doi={https://doi.org/10.17576/pengurusan-2024-71-2},
  publisher={Penerbit UKM},
}

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