SHS Web Conf.
Volume 74, 2020The 19th International Scientific Conference Globalization and its Socio-Economic Consequences 2019 – Sustainability in the Global-Knowledge Economy
|Number of page(s)
|Behavioral Economics and Finance
|10 January 2020
Bibliometric Overview of Trends in Contemporary Brand Management
University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 010 26 Zilina, Slovak Republic
* Corresponding author: email@example.com
Contemporary brand management theory is fragmented. On the one hand, this is very natural as the plurality of approaches is vital for constructive dialogue between scientists, but on the other hand, excessive diversity in theory causes confusion of marketing managers and disengagement of main topics in scope of brand value building and management. This fact can be considered as a significant barrier in development of branding practice. It is because of the challenges in implementation of current trends which are hard to be identified and coordinated so the synergic effect could be reached. We assume, that systemization of scientific literature is eligible to remove this handicap. From methodological point of view, it has been used VOSviewer as a basic research platform. It is a software tool for constructing and visualizing bibliometric networks. We have found out, that there are these hot topics in the scope of brand management: 1) brand perception; 2) brand elements; 3) branding; 4) brand community; 5) progressive tools and 6) strategic branding. Based on these finding, it is possible to focus on main trends in contemporary scientific literature dedicated to the issue of brand value building and managing and to identify current trends in more effective way.
© The Authors, published by EDP Sciences, 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.