Brand Reference Analysis Using Semantic Scholar: A Bibliographic Perspective: Brand Reference Analysis Using Semantic Scholar A Bibliographic Perspective

Danai Siriburee; Rachata Suansawat

ผู้แต่ง

Danai Siriburee -
Rachata Suansawat

คำสำคัญ:

bibliometric analysis, branding, Semantic Scholar, brand strategy, brand equity

บทคัดย่อ

This study aims to analyze the development of brand knowledge through a bibliometric perspective using the Semantic Scholar tool, which integrates artificial intelligence (AI) technology to analyze academic articles and citation links. The results of the analysis found that articles about brands have grown continuously, especially since 2010, reflecting the importance of brands in the digital age where technology and online marketing play important roles. The most cited article is “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity” by Keller (1993), which has been cited 13,988 times. The results of the study also indicate that the business field has the most relevant articles (42.52%), and brand research emphasizes the connections between research networks and the role of related theoretical concepts. This study is important in helping researchers and brand practitioners understand knowledge structures, research trends, and opportunities for developing branding strategies in the future. The results of this bibliometric analysis also enhance the understanding of appropriate brand management methods in the rapidly changing digital age.

References

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Brand Reference Analysis Using Semantic Scholar: A Bibliographic Perspective