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Rational and Emotional Advertising: A bibliometric Analysis (1990-2020)

Author

Listed:
  • Habiba Elbardai

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Kamal Lakhrif

    (Faculté des Sciences Juridiques Économiques et Sociales d'Agadir)

  • Hélène Yildiz

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

This study analyzes trends in the scientific literature on the concepts of rational and emotional advertising. The article presents a bibliometric analysis of 96 studies on rational and emotional advertising, taken from the Web of Science database (WOS) for the period 1990−2020. The study categorizes these documents according to bibliographic indicators, i.e., most productive authors, year of publication, countries with the highest productivity rate, the journals and universities that published the most on this topic, language, type of research and field of research. This analysis provides an overview of the nature and trends of research on rational and emotional advertising. The results of the analysis reveal the research weakness for this concept, especially in terms of definitions and conceptualization. Also, the results highlight the fragmented nature of the themes addressed in the various research articles on rational and emotional advertising.

Suggested Citation

  • Habiba Elbardai & Kamal Lakhrif & Hélène Yildiz, 2021. "Rational and Emotional Advertising: A bibliometric Analysis (1990-2020)," Post-Print hal-03512371, HAL.
    • Handle: RePEc:hal:journl:hal-03512371
    DOI: 10.5539/ijms.v13n4p16
    Note: View the original document on HAL open archive server: https://hal.science/hal-03512371
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    References listed on IDEAS

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    1. Corrado Cuccurullo & Massimo Aria & Fabrizia Sarto, 2016. "Foundations and trends in performance management. A twenty-five years bibliometric analysis in business and public administration domains," Scientometrics, Springer;Akadémiai Kiadó, vol. 108(2), pages 595-611, August.
    2. Loda, Marsha D. & Coleman, Barbara Carrick, 2005. "Sequence Matters: A More Effective Way to Use Advertising and Publicity," Journal of Advertising Research, Cambridge University Press, vol. 45(4), pages 362-372, December.
    3. Ivanov, Bobi & Dillingham, Lindsay L. & Parker, Kimberly A. & Rains, Stephen A. & Burchett, Molly & Geegan, Sarah, 2018. "Sustainable attitudes: Protecting tourism with inoculation messages," Annals of Tourism Research, Elsevier, vol. 73(C), pages 26-34.
    4. E. C. M. Noyons & H. F. Moed & A. F. J. Raan, 1999. "Integrating research performance analysis and science mapping," Scientometrics, Springer;Akadémiai Kiadó, vol. 46(3), pages 591-604, November.
    5. repec:dau:papers:123456789/8660 is not listed on IDEAS
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