Generación de Nuevo Conocimiento: Artículos publicados en revistas especializadas - Electrónicos
Un análisis bibliométrico del brand equity 1991-2018
Fecha
2020-03-14Registro en:
Autor
Neme Chaves, Samir Ricardo
Rodríguez González, Liliana Yamile
Institución
Resumen
This article provides a bibliometric analysis of the current state of brand equity research, by mapping the research landscape of the concept to identify authors and more productive countries over time, analysis of publications, cooperation between authors, co-citations and keyword co-occurrences; in addition, the identification of research clusters to visualize the conceptual structure of this field of knowledge. Using the Scopus collection, this study analyzes 2000 publications that study brand equity. Four major research groups are identified: brand equity, empirical analysis, the service sector and the common methodology of the studies, which characterize the different research currents and allow the most important fields of action to understand brand equity to be analyzed. New studies that include traditional systematic review are proposed to complement what is stated in this document. This research provides an overview that can be a valuable guide for teachers, researchers and professionals.