Key themes in brand reputation research: a bibliometric analysis with VoSviewer software

Abstract

Purpose- This study is designed to examine the bibliometric analysis of existing studies with VOSviewer to provide a perspective to researchers who will work on "brand reputation" in the field of brand management. The aim of the study is for managers and marketers to develop strong strategies to increase brand reputation, for academics to determine what the related concepts are that affect brand reputation and to investigate the literature in this context. Methodology- The study included 77 studies with SSCI, SCI-Expanded and ESCI indexes in the Web of Science database. The downloaded data were evaluated by author, citation, journal, country, institution, keyword and abstract analysis. Findings- As a result of the analysis, it was determined that the first study was conducted in 1991, the number of studies increased since 2018, researchers from the USA, England, Australia, China and India conducted more studies, and there were more studies in the USA, and the authors were mostly involved in a single study. In keyword analysis, the concept of brand reputation is mostly examined together with concepts such as reputation, corporate reputation, brand image, brand trust, brand equity, social responsibility, consumer behavior, brand awareness, brand loyalty, Twitter, brand recognition, public relations, consumer engagement, In the abstract analysis, it was observed that concepts such as reputation, corporate social responsibility, identity, attitudes, brand image, and consumers were examined. Conclusion- In the conclusion and discussion part of the study, these findings were evaluated and new study suggestions were presented to the researchers. Keywords: Key themes, brand reputation, bibliometric analysis, VOSviewer, web of science JEL Codes: M30, M31, M39

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