Brand Image: Theoretical Development and Practical Applications

Amri  Yahya; Nuryakin; Siti Dyah  Handayani

doi:10.55927/ajma.v3i2.8504

Authors

Amri Yahya Universitas Muhammadiyah Yogyakarta
Nuryakin Universitas Muhammadiyah Yogyakarta
Siti Dyah Handayani Universitas Muhammadiyah Yogyakarta

DOI:

https://doi.org/10.55927/ajma.v3i2.8504

Keywords:

Bibliometrics, Brand image, Scopus, Literature Analysis, VosViewer

Abstract

This research presents an in-depth analysis of research on brand image using a bibliometric approach. This research was conducted by detailing the findings from 364 documents published between 2018 and 2024 in the business sector. The analysis uses descriptive analysis of data from Scopus and VosViewer. The research results show that there is a collaboration between authors, which reflects a cross-disciplinary perspective.. Subject analysis shows a primary focus on Business Management (56.1%), while the inclusion of Social Sciences (11.7%), Decision Sciences (6,296%), and Economics (IL196%) reinforce the cross-disciplinary nature of the research. Trends over time show increasing interest in brand image, reflecting ongoing research into the theme of brand image.

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