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Title | The influence of brands on consumer behaviour in conditions of COVID-19 pandemic: Bibliometric and visualization analysis |
Authors |
Saher, Liudmyla Yuriivna
![]() Kolesnyk, D. Syhyda, Liubov Oleksiivna ![]() Fisunenko, N. |
ORCID |
http://orcid.org/0000-0002-5628-5477 http://orcid.org/0000-0002-0319-8070 |
Keywords |
brand consumer behaviour COVID-19 bibliometric analysis visualization analysis |
Type | Article |
Date of Issue | 2021 |
URI | https://essuir.sumdu.edu.ua/handle/123456789/98510 |
Publisher | EDP Sciences |
License | Creative Commons Attribution 4.0 International License |
Citation | Saher L., Kolesnyk D., Syhyda L., Fisunenko N. The influence of brands on consumer behaviour in conditions of COVID-19 pandemic: Bibliometric and visualization analysis // E3S Web of Conferences. 2021. Vol. 307. https://doi.org/10.1051/e3sconf/202130708003. |
Abstract |
The topic of branding is part of the marketing concept and is
actively researched. This study presents a trend analysis, bibliometric
overview, and visualization of the current state within the research problem
of branding. A review of 1,014 publications from the Scopus database
(1996–2020) was conducted. Two combinations of words with a logical
operator ("brand" and "consumer behaviour, crisis") were used. VOSviewer
was used to visualize the results and graphically display the material. The
analysis helped to draw some valuable conclusions. As a result of the
analysis, it is determined that: 1) using filters, the total number of
publications in the research field of branding is 984; 2) the growth of the
publication activity occurred after 2009. 3) the largest number of studies is
conducted by scientists from Europe, North America, Asia and Australia; 4)
until 2014, scientists focused on researching the essence of the brand and
branding, its benefits, features, etc., then scientists were more focused on the
issues of sustainable development, the role and significance of crisis factors,
including the impact of the pandemic; 5) the relationships among keywords
within the research topic form the following clusters: marketing, corporate
social responsibility, brand equity, consumer behaviour, and consumption
behaviour. The obtained results are applicable and can be a guidance for
further research in the field of branding. |
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