Brand Anthropomorphism: A Bibliometric Analysis
DOI:
https://doi.org/10.7903/cmr.23803Keywords:
Bibliometric analysis, brand anthropomorphism, brand relationshipsAbstract
In recent years, the concept of anthropomorphism—attributing human qualities to non-human agents—has attracted considerable attention from academics and practitioners. Despite the growing number of studies, research on anthropomorphism in the branding context is relatively fragmented, with little effort to evaluate current trends or consolidate existing knowledge. This paper aims to provide a holistic overview of brand anthropomorphism by employing co-citation and bibliographic coupling analysis on 368 research articles retrieved from the Web of Science between 1994 and June 2023. The co-citation findings revealed three prior research streams of brand anthropomorphism, constituting existing knowledge-building in the given research area. The results of the bibliographic coupling analysis further unveiled six current clusters of the study domain. The comparison of co-citation and bibliographic coupling themes contributed to the detection of emerging trends in the selected field, the identification of research gaps, and the suggestion of future explorations. This paper promises to offer valuable insights that will provide both theoretical contributions and practical implications for marketers seeking to enhance the effectiveness of their branding messages.
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