Mapping brand community research from 2001 to 2021: Assessing the field's stage of development and a research agenda

Liao, JY (通讯作者),Jinan Univ, Res Inst Brand Innovat & Dev Guangzhou, Sch Management, Guangzhou, Peoples R China.
2023-3
Since the first paper on brand communities published in 2001, academic research on the area has accumulated substantially. To gain insight into the status and dynamics of this field, this study draws data from the Scopus database and uses bibliometrics and systematic review to analyse this body of knowledge and assess its stage of development. The results show that brand community research is rapidly growing and dynamic, attracting attention from an increasing number of scholars and journals. Most output originates from the United States and China, and adopts a survey approach. Prominent field topics include social media-based brand community, the impact of brand community on brand relationship, consumer behavior and brand management, and brand engagement. This research concludes that brand community research is in the late growth or early maturity stage in most aspects, and discusses the future research directions that can benefit the area.
PSYCHOLOGY & MARKETING
卷号:40|期号:3|页码:431-454
ISSN:0742-6046|收录类别:SSCI
语种
英语
来源机构
University of Glasgow; Jinan University
资助信息
National Natural Science Foundation of China, Grant/Award Numbers: 72272061, 71802097; Ministry of Education of Humanities and Social Science Project, Grant/Award Number:22YJC630077; Philosophy and Social Sciences Planning Program of Guangzhou, Grant/Award Numbers: 2021GZYB05, 2022JDGJ06; Research Institute on Brand Innovation and Development of Guangzhou, Grant/Award Number: 2021CS05; Jinan University Management School Funding Program, Grant/Award Number: GY21013; Institute for Enterprise Development, Jinan University, Guangdong Province, Grant/Award Numbers: 2021MYZD04, 2020CP03
被引频次(WOS)
0
被引频次(其他)
0
180天使用计数
3
2013以来使用计数
3
EISSN
1520-6793
出版年
2023-3
DOI
10.1002/mar.21782
学科领域
循证经济学
关键词
bibliometric analysis bibliometrix brand community research field maturity systematic literature review
资助机构
National Natural Science Foundation of China(National Natural Science Foundation of China (NSFC)) Ministry of Education of Humanities and Social Science Project Philosophy and Social Sciences Planning Program of Guangzhou Research Institute on Brand Innovation and Development of Guangzhou Jinan University Management School Funding Program Institute for Enterprise Development, Jinan University, Guangdong Province
WOS学科分类
Business Psychology, Applied