Brand Experience: A Review of 39 Years of Research Development

Abstract

This study explored the trends of academic research on brand experience using bibliometric methods. The exploration included statistical data from published articles on Scopus database. Relevant articles were extracted from Scopus indexed journals using keywords collected through online survey. The analysis covered 1,920 articles in 484 journals published between 1981 and 2020. This study recognized prominent scholars, institutions, sources as well as the most cited articles of brand experience research. Some important and most used keywords in brand experience publications were also identified. Study findings indicated growing interest in brand experience research despite publication absence in some of the early years of its development. The most cited article was written by Fournier in 1998 entitled “Consumers and Their Brands: Developing Relationship Theory in Consumer Research.” Journal of Business Research was the most cited journal in the area with 5,010 citations and has become the most productive journal with 83 titles.

A Systematic Review of the Research Models of Brands Subject Doctoral Theses Published in 2020-2023 at the YÖK National Thesis Center

“…In addition to these studies, other bibliometrically analysed studies on branding include city branding (Şentürk and Kartal, 2020;Crippa et al, 2023;Görgülü and Aydın, 2023), brand trends (Majerova et al, 2021), brand equity (Neme-Chaves and Rodríguez-González, 2019), retro branding (Erdoğan, 2022), brand citizenship behavior (Hırlak and Çolakoğlu, 2023), brand experience (Salam, 2020), brand loyalty (Siemieniako, 2018), luxury brand ( Aliyev et al, 2019).…”

The Effect of Sensory Marketing, Brand Experience, Brand Image, and Perceived Service Quality on Brand Loyalty with Customer Satisfaction as an Intervening Variable (Study Conducted on Luxury Brand Product Consumers): A Conceptual Paper

“…Brand experience research has grown in popularity over the past 39 years, with the most cited article being Fournier's in 1998 and the Journal of Business Research being the most prolific journal (Salam, 2020). Advertising has a major effect on brand experience sensorially, emotionally, and intellectually, with brand experience evaluation as a mediator between consumer experience and brand loyalty (Bapat, 2020).…”