Tren dan Arah Perkembangan Penelitian Emotional Branding: Tinjauan Bibliometrik dari Database Scopus
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Abstract
Dengan menggunakan analisis bibliometrik terhadap publikasi yang terindeks dalam database Scopus, penelitian ini bertujuan untuk mengidentifikasi tren dan kemajuan dalam penelitian tentang branding emosional. Data yang dikumpulkan dengan menggunakan kata kunci "emotional branding" dan istilah yang terkait kemudian dianalisis menggunakan paket bibliometrix (R) dan VOSviewer untuk memeriksa kinerja publikasi, ko-kemunculan kata kunci, jaringan sitasi, dan kolaborasi penulis, afiliasi, dan negara Hasilnya menunjukkan bahwa simpul "branding" dan "marketing" yang kuat terhubung dengan perilaku konsumen, kesetiaan merek, dan perilaku sosial media dalam emotional branding. Analisis overlay menunjukkan bahwa penelitian telah berubah dari pendekatan manajemen merek konvensional ke pendekatan yang berpusat pada media sosial, psikologi konsumen, keberlanjutan, dan branding lokasi dan kota. Pemetaan negara dan lembaga menunjukkan dominasi AS dan Inggris, dengan kontribusi signifikan dari Eropa dan Asia. Studi ini menemukan bahwa emotional branding, terutama dalam konteks digital dan negara berkembang, semakin strategis dan merupakan bidang yang menawarkan banyak peluang penelitian lanjutan.
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