A Bibliometric Analysis of Brand Value Co-creation and Consumer Engagement

Abstract

Consumer engagement in brand value co-creation has been a prolific area of research in the last decade, and hence evidenced significant growth in literature in terms of both volume and diversity. However, despite substantial progress, the overall intellectual structure of brand value co-creation and consumer engagement research remains tenuous. This study examines extant research on brand value cocreation and consumer engagement through a bibliometric analysis of 398 articles extracted from the Scopus database. We incorporated citation, bibliographic coupling and keyword co-occurrence analysis to identify publication rankings and the major clusters with the help of VOS viewer software. Our findings highlight the contribution of key authors and journals and the state of knowledge and conceptualization of co-creation of brand value through consumer engagement. The results from this study will help researchers discover new areas for future research and will also provide valuable insights for marketers.