Loso Judijanto

Visual and Thematic Analysis of Brand Equity Research through Bibliometric Study

Introduction

Visual and thematic analysis of brand equity research through bibliometric study. Visual & thematic bibliometric analysis reveals brand equity research evolution. From foundational constructs to emerging green & digital branding, get insights for managers & researchers.

Abstract

This study conducts a comprehensive visual and thematic analysis of brand equity research using bibliometric techniques through VOSviewer. Drawing on data retrieved from the Scopus database, the analysis examines publication trends, influential authors, countries, and thematic clusters from the earliest available year to 2025. Co-citation, co-authorship, and keyword co-occurrence maps reveal that foundational constructs (such as brand loyalty, brand awareness, perceived quality, and purchase intention) remain central to the field, while emerging topics like green brand equity, social media marketing, and brand experience are gaining prominence. Country collaboration analysis highlights the United States as the leading hub of global research partnerships, bridging contributions from developed and emerging economies. Overlay visualization demonstrates a thematic evolution from traditional marketing strategy toward sustainability and digital branding, whereas density mapping underscores the dominance of consumer-based brand equity frameworks alongside expanding research into technology-driven and socially responsible branding. The findings offer practical guidance for brand managers and policymakers, while contributing to the theoretical understanding of how brand equity research has evolved and where future opportunities lie.

Review

This study undertakes a timely and comprehensive bibliometric examination of brand equity research, employing VOSviewer and data from the Scopus database. Its primary objective is to visually and thematically map the evolution of this significant field, tracing publication trends, influential entities, and conceptual clusters from its inception to 2025. By meticulously analyzing co-citation, co-authorship, and keyword co-occurrence, the research effectively delineates the foundational constructs that underpin brand equity theory while simultaneously identifying the burgeoning areas that are shaping its future trajectory. This methodological rigor provides a robust framework for understanding the intellectual landscape of brand equity research. The findings offer valuable insights into the dynamic nature of brand equity scholarship. The analysis successfully identifies foundational constructs such as brand loyalty, awareness, and perceived quality as enduring pillars, while highlighting the increasing prominence of contemporary themes like green brand equity, social media marketing, and brand experience. Geographically, the study pinpoints the United States as a pivotal hub for global research partnerships, fostering collaboration between diverse economies. Furthermore, the overlay and density visualizations adeptly illustrate a clear thematic evolution from traditional marketing strategies towards sustainability and digital branding, underscoring the sustained dominance of consumer-based brand equity frameworks alongside a growing emphasis on technology-driven and socially responsible approaches. The contribution of this bibliometric review is twofold, offering both practical and theoretical utility. For brand managers and policymakers, the identified trends and emerging areas provide actionable guidance for strategic decision-making and resource allocation. Academically, the study enriches the theoretical understanding of how brand equity research has progressed and where significant opportunities for future inquiry lie, thereby serving as an excellent compass for researchers entering or specializing in this domain. Its forward-looking perspective, extending to 2025, adds a predictive dimension, making it a valuable resource for anticipating future research directions and interdisciplinary collaborations within the evolving landscape of branding.

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