Scientometric Analysis of Brand Personality

Vista sencilla de ítem
dc.contributor.authorVicencio-Ríos, Gustavo
dc.contributor.authorRubio, Andrés Andrés
dc.contributor.authorAraya-Castillo, Luis
dc.contributor.authorMoraga-Flores, Hugo
dc.date.accessioned2023-08-01T18:35:07Z
dc.date.available2023-08-01T18:35:07Z
dc.date.issued2023-01
dc.descriptionIndexación: Scopuses
dc.description.abstractThe main focus of brand personality is the emotional bond that the consumer establishes with the product or service on offer and the strategies that are developed to strengthen such bond. This concept has received increasing attention and both its study and its applications have escaped the field where it initially originated: marketing. Despite the above, no studies have been carried out that analyze the scientific production trends associated with it. This prevents us from knowing what state of scientific development the concept is in and how you project its lines of development, both at the research and applied levels. The aim of this paper is a presentation of the literature on the subject of brand personality using a scientometric analysis based on the Web of Science database. The main results reveal that 531 papers were identified in the period between 1975 and 2019, with an exponential growth in terms of production and a constant growth in terms of number of quotations, with Aaker being the most cited author and Davies the most productive. An analysis was also carried out on the co-authorship clusters for scientific production, the institutions of affiliation, and the countries where the authors come from, as well as the main journals where this scientific production is disseminated. The conclusion is that brand personality has taken off in the past few decades in different areas of knowledge allowing to go beyond the marketing perspective in order to encompass the production of knowledge in different disciplines such as business, psychology, services, communication, education, and social sciences in general.es
dc.description.urihttps://www-scopus-com.recursosbiblioteca.unab.cl/record/display.uri?eid=2-s2.0-85146032047&origin=resultslist&sort=plf-f&src=s&nlo=&nlr=&nls=&sid=d84bb7aa8ddeea9a837b6f767fa06024&sot=aff&sdt=cl&cluster=scofreetoread%2c%22all%22%2ct%2bscosubtype%2c%22ar%22%2ct%2bscosubjabbr%2c%22ENGI%22%2ct&sl=61&s=AF-ID%28%22Universidad+Andr%c3%a9s+Bello%22+60002636%29+AND+SUBJAREA%28ENGI%29&relpos=29&citeCnt=0&searchTerm=
dc.identifier.citationSustainability (Switzerland) Open Access Volume 15, Issue 1 January 2023 Article number 731es
dc.identifier.doi10.3390/su15010731
dc.identifier.issn20711050
dc.identifier.urihttps://repositorio.unab.cl/xmlui/handle/ria/52141
dc.language.isoenes
dc.publisherMDPIes
dc.rights.licenseAttribution 4.0 International (CC BY 4.0)
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subjectBrand Personalityes
dc.subjectScientometricses
dc.subjectVOSvieweres
dc.subjectWeb of Sciencees
dc.titleScientometric Analysis of Brand Personalityes
dc.typeArtículoes
Archivos
Bloque original
Mostrando 1 - 1 de 1
Miniatura
Nombre:
Vicencio-Ríos-Gustavo -Scientometric-Analysis-of-Brand-PersonalitySustainability-Switzerland.pdf
Tamaño:
1.58 MB
Formato:
Adobe Portable Document Format
Descripción:
TEXTO COMPLETO EN INGLÉS
Descargar
Bloque de licencias
Mostrando 1 - 1 de 1
No hay miniatura disponible
Nombre:
license.txt
Tamaño:
1.71 KB
Formato:
Item-specific license agreed upon to submission
Descripción:
Descargar
Colecciones
FEN - Artículos de Revista