Title: Charting the brand love landscape: a comprehensive bibliometric analysis with biblioshiny and VOSviewer to evaluate present developments, and future research directions

Authors: Sujit Kumar Patra; V.V. Devi Prasad Kotni; Sunil Kumar; Manoj Gour Chintaluri

Addresses: Jaipuria Institute of Management, Lucknow, Uttar Pradesh, 226010, India ' GITAM School of Business, GITAM (Deemed to be University), Visakhapatnam, Andhra Pradesh, India ' GITAM School of Business, GITAM (Deemed to be University), Visakhapatnam, Andhra Pradesh, India ' GITAM School of Business, GITAM (Deemed to be University), Visakhapatnam, Andhra Pradesh, India

Abstract: This study aims to examine current research trends in brand love and outline potential avenues for future research. Love for a brand as 'the degree of passionate emotional attachment that a person has for a particular trade name.' A comprehensive bibliometric analysis spanning the years 2006 to 2022 was conducted using the Scopus database. It encompasses an analysis of 490 articles on brand love. The research identifies main authors, institutions, and countries, along with the most highly cited publications. Employing visualisation tools such as bibliographic coupling and co-citation analysis through R-Studio, (biblioshiny package), and Vosviewer. The study maps complex patterns among journals, keywords, and institutions. Valuable insights into issues related to brand love are provided for researchers and marketers alike. This in-depth investigation offers a historical overview of crucial developments and influential researchers in the field of brand love.

Keywords: brand love; bibliometric analysis; visualisation networks; development trends; R-Studio.

DOI: 10.1504/IJSS.2024.140080

International Journal of Services and Standards, 2024 Vol.14 No.1, pp.65 - 93

Received: 10 Dec 2023
Accepted: 01 Apr 2024
Published online: 20 Jul 2024 *

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