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Type: Artigo
Title: Discovering emerging research topics for brand personality : a bibliometric analysis
Author: Lara-Rodríguez, Juan Sebastián
Rojas-Contreras, Camilo
Oliva, Edison Jair Duque
Abstract: This article details an eclectic bibliometric method to study brand personality, identifying theoretical buildings and possible emerging research topics across marketing science fields. A mix of diverse bibliometric software and multiple correspondence analyses related to the topic supports considerations of four methodological phases, in particular: (1) research overview, (2) authors, (3) semantics, and (4) models. The bibliometric findings offer a catalog of BP research approaches. A comparison of research trends associated with renowned marketing science organizations and the current analyses suggest emerging research topics. Continued research should adopt and improve bibliometric methods and multiple correspondence analyses, despite to their heterogeneity
metadata.dc.description.abstractalternative: 本文详细介绍了一种研究品牌个性的文献计量学方法, 确定了营销科学领域的理论框架和可能出现的新研究主题.不同的文献计量学软件和与主题相关的多重对应分析的混合支持了四种方法学阶段的考虑, 分别是:(1)研究综述, (2)作者, (3)语义, 和(4)模型.文献计量学的发现提供了一份BP研究方法的目录.通过与著名的市场科学组织相关的研究趋势相比较, 本文提出了新兴的研究课题.接下来的研究应该采用和改进文献计量学方法和多重对应分析, 尽管它们存在异质性
Subject: Bibliometria
Country: Reino Unido
Editor: Elsevier
Rights: Fechado
Identifier DOI: 10.1016/j.ausmj.2019.06.002
Date Issue: Nov-2019
Appears in Collections:IG - Artigos e Outros Documentos

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