Brands as relationship builders in the virtual world: A bibliometric analysis
作者：
Highlights：
• The research on online brand-centric relationships is still in its introduction stage, with papers on the topic appearing primarily after 2010.
• There are specific productive and influential countries, academic journals, authors and papers in the area of online brand-centric relationships.
• The literature on online brand-centric relationships is fragmented, with knowledge reported in Journals on Marketing and Branding and in Journals on Information Management not incorporating.
• There are specific cluster of academic journals, authors and research themes in the brand-centric relationships academic literature.
• Based on a critical review of the existing academic research on brand-centric relationships a future research agenda is proposed.
摘要
•The research on online brand-centric relationships is still in its introduction stage, with papers on the topic appearing primarily after 2010.•There are specific productive and influential countries, academic journals, authors and papers in the area of online brand-centric relationships.•The literature on online brand-centric relationships is fragmented, with knowledge reported in Journals on Marketing and Branding and in Journals on Information Management not incorporating.•There are specific cluster of academic journals, authors and research themes in the brand-centric relationships academic literature.•Based on a critical review of the existing academic research on brand-centric relationships a future research agenda is proposed.
论文关键词：Bibliometric analysis,Bibliographic coupling,Brand relationships,Keyword co-occurrence,Online brand communities,VOSviewer
论文评审过程：Received 17 July 2019, Revised 16 October 2019, Accepted 22 October 2019, Available online 20 November 2019, Version of Record 3 December 2019.
论文官网地址：https://doi.org/10.1016/j.elerap.2019.100901
