基于文献计量可视化分析的品牌资产研究热点与趋势

Research Focuses and Trends in Brand Equity Based on Bibliometric Visualization Analysis

本文通过文献计量软件CiteSpace,对来自Web of Science核心集的3469篇文献进行可视化分析,从不同视角回顾了品牌资产理论的发展史。研究活跃度方面,将本领域划分为萌芽期、指数增长期、阶梯增长期和下降期。研究力量分布方面,分别从国家地区、机构和作者三个尺度展示了本领域的文献来源,并且使用综合指数法得出本领域的42位核心作者。本领域研究内容方面,通过关键词共现网络分析确定了本领域的十大热点研究主题,通过文献引用网络分析梳理了本领域研究的发展脉络,旨在为品牌资产领域的研究人员以及相关从业者提供参考性的知识框架。

Using the bibliometric software CiteSpace,this study conducts a visualization analysis of 3,469 documents from the Web of Science core collection,reviewing the development history of brand equity theory from different perspectives.Regarding research activity,the field is divided into the initial stage,exponential growth stage,staircase growth stage,and decline stage.In terms of the distribution of research efforts,the sources of documents in this field are displayed from three scales:country/region,institution,and author,and the comprehensive index method is used to identify top 42 authors in this field.Concerning the research content of this field,a keyword co-occurrence network analysis identifies 10 major re¬search topics,and a document citation network analysis sorts out the development context of the research in this field.This paper aims to provide a referential knowledge framework for researchers and practitioners in the field of brand equity.