A Bibliometric Analysis of Consumer Brand Relationships

Abstract

This systematic literature review precisely investigates Consumer Brand Relationship (CBR) with allied variables, and separates its complicated undercurrents in marketing frameworks. This study circumnavigates varied extents of CBR, comprising underlying theories and factors. The Scopus database was selected to gather 311 papers, which encompassed the theme of the present study, between the years 2014 and 2024. Out of these, 232 publications were selected for analysis. The study's findings culminate the critical significance of the selected variable, not only in influencing other marketing variables but also in serving as a reagent for numerous factors that play vital roles within marketing frameworks. The global setting, particularly in European and Asian countries, stresses an increasing importance of consumer brand relations, apparent through studies exploring its practical applications. The findings of the literature review advocate for an extended scope of consumer brand relations. This study not only emphasizes the importance of consumer brand relations but also offers valued discernments for imminent research on consumer brand relations