Bibliometric analysis of studies done in culture, brand and purchase intentions in business management and accounting, social science and psychology

Abstract

The main objective of the paper is to study the existing literature that exists on culture, brand and purchase intention in the field of business management and accounting, social science and psychology. In addition, it provides critical evaluation of 169 papers in Scopus database since 1993 when the three variables were first studied together. The paper uses citation analysis based on keyword search. Apart from Scopus analysis, VOS Viewer and Excel sheet has been used. This paper uses bibliometric indicators to represent the bibliographic data found in Scopus database, including the total number of publications and citation between 1993 and 2020. The analysis of the articles shows that there has been an increase in interest in the last few years in the area of culture, brand and purchase. It also, helps us identify the right articles based on their performance measurements and metrics and the most influential authors. It concludes with a conceptual framework and how an understanding of culture would impact our decision in the field of brand and marketing, and the importance to rekindle the research in this field.