A Bibliometric Analysis of Branding Trends: Does Irrationality Really Matter?

University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Slovak Republic

^* Corresponding author: jana.majerova@fpedas.uniza.sk

Abstract

Irrationality and its transposition into theory of consumer behaviour is generally considered to be one of the leading trends in contemporary managerial research. It becomes to be notoriety without need of its verification in conditions of specifics of managerial practice across products and markets. However, there are still platforms for discussion about its impact on current state of knowledge. One of these platforms is brand management. On the one hand – the most dominant brand value source is its image creating attribute where irrationality has its undisputable position but on the other hand – qualitative attributes of brand are still considered as significant. Thus, the rationality is highlighted in scope of branding. Therefore, the schism between rationality and irrationality is visible. The aim of this paper is to identify the position of irrationality in the branding trendology. Methodologically, VOSviewer has been used as a basic research platform for the bibliometric analysis of contemporary scientific literature. We have found out, that there is a significant discrepancy between trends in branding theory worldwide and in Slovak Republic. Thus, we create platform to discuss about the applicability of branding patterns which have been modified in scope of irrationality and questioning the existence of Homo Oeconomicus.