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Discovering emerging research topics for brand personality: A bibliometric analysis

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  • Lara-Rodríguez, Juan Sebastián
  • Rojas-Contreras, Camilo
  • Duque Oliva, Edison Jair

Abstract

This article details an eclectic bibliometric method to study brand personality, identifying theoretical buildings and possible emerging research topics across marketing science fields. A mix of diverse bibliometric software and multiple correspondence analyses related to the topic supports considerations of four methodological phases, in particular: (1) research overview, (2) authors, (3) semantics, and (4) models. The bibliometric findings offer a catalog of BP research approaches. A comparison of research trends associated with renowned marketing science organizations and the current analyses suggest emerging research topics. Continued research should adopt and improve bibliometric methods and multiple correspondence analyses, despite to their heterogeneity.

Suggested Citation

  • Lara-Rodríguez, Juan Sebastián & Rojas-Contreras, Camilo & Duque Oliva, Edison Jair, 2019. "Discovering emerging research topics for brand personality: A bibliometric analysis," Australasian marketing journal, Elsevier, vol. 27(4), pages 261-272.
    • Handle: RePEc:eee:aumajo:v:27:y:2019:i:4:p:261-272
    DOI: 10.1016/j.ausmj.2019.06.002
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    References listed on IDEAS

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    2. Cruz Tarrillo, Jose Joel & Haro Zea, Karla Liliana & Soria Quijaite, Juan Jesús, 2022. "Revisión sistemática: situación actual de la personalidad de marca para el posicionamiento estratégico," Revista Tendencias, Universidad de Narino, vol. 23(1), pages 315-340, January.
    3. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    4. Paúl Carrión-Mero & Néstor Montalván-Burbano & Fernando Morante-Carballo & Adolfo Quesada-Román & Boris Apolo-Masache, 2021. "Worldwide Research Trends in Landslide Science," IJERPH, MDPI, vol. 18(18), pages 1-24, September.
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