Brand personality as a research area in Higher Education
Cargando...
Archivos
Fecha
2020-08
Profesor/a Guía
Facultad/escuela
Idioma
en
Título de la revista
ISSN de la revista
Título del volumen
Editor
Nombre de Curso
Licencia CC
Licencia CC
Resumen
Brand personality facilitates students’ purchasing decision process and influences their behavioral
intentions. Given the above, this research applies the methodology of scientometrics to study the development
of the brand personality literature in the context of higher education. 7 articles are identified that can be
considered as the origin of this knowledge, which are spaced temporally between 2013 and 2019, are found
in 6 journals indexed in WoS, in the categories of business, education educational research, anthropology
and economics, and with affiliation to 18 organizations located in 10 countries. Furthermore, as a result, it is
highlighted that in 4 of these articles authors affiliated with institutions of the same country contribute and
3 articles are published in the form of international cooperation, and also only 3 articles exceed 3 citations.
Likewise, the articles are grouped into three sets by common references, as well as into three aggregates
by common use of mined words, highlighting 22 relevant words. Therefore, it is concluded that brand
personality is a still nascent issue in terms of higher education, even when scientific production is serving as
a reference for other texts in WoS.
Notas
Palabras clave
Brand personality; higher education; scientometrics; WoS; research lines.