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The current state of brand management research: An overview of leaders and trends in branding research over the past 20 years

Serhiy Shtovba (Department of Computer Control Systems, Vinnytsia National Technical University, Vinnytsia, Ukraine)
Olena Shtovba (Department of Management, Marketing, and Economics, Vinnytsia National Technical University, Vinnytsia, Ukraine)
Lyubov Filatova (Department of Management, Marketing, and Economics, Vinnytsia National Technical University, Vinnytsia, Ukraine)

The Bottom Line

ISSN: 0888-045X

Article publication date: 4 October 2019

Issue publication date: 24 February 2020

946

Abstract

Purpose

The purpose of this paper is to identify leaders and trends in branding research studies, undertaken during 2000-2019. Identification was made in the following categories: most popular subjects; most productive countries; most productive institutions; most productive scholars; most productive sources; most cited publications and most cited scholars.

Design/methodology/approach

Bibliometric analysis based on data from Scopus and Dimensions.

Findings

The majority of branding publications belong to business and management. The interest toward this research field, however, declines mostly in favor of cultural studies, psychology, sociology, etc. The majority of publications on branding are concentrated in the USA, UK and Australia. Griffith University has become a leader in the number of branding publications within 2000-2019. T C Melewar is a leader by the number of branding publications among scholars. Journal of Brand Management has been a leader among sources. Journal of Marketing is a leader by the number of the most cited papers.

Research limitations/implications

The authors analyze the automatically formed results on search query without human meddling.

Originality/value

For the first time, bibliometric analysis was carried out simultaneously upon the two bases – Scopus and Dimensions.

Keywords

Citation

Shtovba, S., Shtovba, O. and Filatova, L. (2020), "The current state of brand management research: An overview of leaders and trends in branding research over the past 20 years", The Bottom Line, Vol. 33 No. 1, pp. 1-11. https://doi.org/10.1108/BL-08-2019-0106

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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