Un análisis bibliométrico del brand equity 1991 - 2018 // A bibliometric analysis of brand equity 1991 - 2018

Autores/as

Palabras clave:

bibliometría, brand equity, productividad científica, cooperación científica.

Resumen

Este artículo proporciona un análisis bibliométrico del estado actual de la investigación del brand equity, mediante el mapeo del panorama de investigación del concepto para identificar autores y países más productivos a lo largo del tiempo, análisis de publicaciones, cooperación entre autores, co-citas y co-ocurrencias de palabras clave; además, la identificación de clústeres de investigación para visualizar la estructura conceptual de este campo de conocimiento. Utilizando la colección de Scopus, este estudio realiza un análisis de 2000 publicaciones que estudian el brand equity. Se identifican cuatro grandes grupos de investigación: brand equity, análisis empíricos, el sector servicios y la metodología común de los estudios, los cuales caracterizan las diferentes corrientes de investigación y permiten analizar los campos de acción más preponderantes para el entendimiento del brand equity. Se proponen nuevos estudios que incluyan revisión sistemática tradicional para complementar lo planteado en este documento. Esta investigación otorga una visión general que puede ser una guía valiosa para docentes, investigadores y profesionales.

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This document provides a bibliometric analysis of the current state of the brand equity research by mapping the research landscape to identify more productive authors and countries over time, analysis of publications, cooperation between authors, co-appointments, co-occurrences of keywords; plus, identification of research clusters to visualize the conceptual structure of the field of knowledge. Using the Scopus collection, this study analyzes 2000 publications that study brand equity. Identify four major research groups: brand equity, empirical analysis, the services sector and the common methodology of the studies, which characterize the different research trends and analyze the most preponderant fields of action for the understanding of brand equity; new studies are proposed that include a traditional systematic review to complement what is stated in this document. This research provides an overview that can be a valuable guide for teachers, researchers and professionals.

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Biografía del autor/a

Samir Ricardo Neme-Chaves, Facultad de Mercadeo. Universidad Santo Tomás (Bogotá, Colombia)

Magíster en Psicología del Consumidor, Docente investigador Facultad de Mercadeo Universidad Santo Tomás.

Liliana Yamile Rodríguez-González, Escuela de Posgrados. Fundación Universitaria Konrad Lorenz (Bogotá, Colombia)

Magíster en Psicología del Consumidor, Docente Escuela de Posgrados Fundación Universitaria Konrad Lorenz

Citas

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Publicado

2019-11-13

Cómo citar

Neme-Chaves, S. R., & Rodríguez-González, L. Y. (2019). Un análisis bibliométrico del brand equity 1991 - 2018 // A bibliometric analysis of brand equity 1991 - 2018. Revista De Métodos Cuantitativos Para La Economía Y La Empresa, 28, 364-380. Recuperado a partir de https://www.upo.es/revistas/index.php/RevMetCuant/article/view/3298

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