The Saga of Brand Equity: A Comprehensive Bibliometric Analysis

Abstract

Purpose: The purpose of this research is to undertake a rigorous bibliometric analysis of the trends and patterns in brand equity research; to map the intellectual and social structure of brand equity; and to propose a transition plan for future work in this discipline. Methodology: This study has adopted (SPAR-4) systematic performance analysis and review technique. Following a specified search string, 1,842 journal articles from the previous 31 years (1992–2022) were pulled from the Scopus database. In order to comprehend the field’s knowledge base, various techniques of performance analysis and science mapping were employed using RStudio and VOSviewer. Findings: The results suggest that over the past three decades, both the volume and influence of brand equity studies have surged. Using co-citation analysis, we discovered four distinct subfields within the brand equity literature. Furthermore, the co-authorship network revealed that nations with little geographical, historical, and cultural proximity, such as the United States and South Korea exhibited the most active cross-country brand equity collaborations. Originality/Value: Despite the increasing amount of research being done on brand equity, the current look back is not adequate. This research is the first of its kind to provide practitioners, academics, and future scholars with valuable information about the intellectual and social structure of brand equity.