Navigating brand image dynamics : A bibliometric Odyssey in education marketing

Nayeem, Uzma; Rao, Dinesh Nilkant

doi:10.47974/JSMS-1428

Open Access Research Article

Navigating brand image dynamics : A bibliometric Odyssey in education marketing

^*Uzma NayeemCorresponding authorUzmanayeem.research@gmail.com uzma.nayeem@jainuniversity.ac.inAffiliation 1Department of Management & PlacementKrupanidhi College of ManagementBengaluru, Karnataka, 560035, IndiaAffiliation 2Faculty of ManagementJAIN (Deemed to be University)Bengaluru, Karnataka, 560001, India0000-0003-0492-6460View full profile → , Dinesh Nilkant Raodinesh.rao@cms.ac.inCMS Business SchoolJAIN (Deemed-to-be University)Bengaluru, Karnataka, 560001, India0000-0002-0209-6988View full profile →

* Corresponding author · click or hover a name for details

pp. 1091–1117Vol. 28Issue 6September 2025DOI: 10.47974/JSMS-1428XML

Received:: 12 Jun 2024
Published Online:: 06 Jun 2025
Article type:: Research Article
Language:: EN
Article no.:: JSMS-1428
Pages:: 1091–1117

Abstract

This study aims to conduct a bibliometric analysis using VOSviewer to offer insights to researchers focusing on “brand Image”(BI) in brand management. It seeks to provide perspectives to managers and marketers for devising marketing strategies (MS) to enhance brand image. This study employs the Dimension.ai database to investigate the productivity of authors, co-authorship patterns, institutional affiliations, and the geographic distribution of scholarly output. Additionally, it examines the most frequently cited papers and citing articles. The research conducts bibliometric analysis covering bibliographic data from 2015 to 2024, encompassing all articles relevant to the specified keywords such as “Brand Image OR Branding OR Brand OR Brand Identity OR Brand Equity OR Brand Loyalty OR Brand Trust AND Marketing AND University OR Institution” Furthermore, VOSviewer software is utilized to visualize graphs and map relationships among journals, keywords, and institutions through bibliographic coupling and co-citation analysis. The findings underscore the dynamic nature of BI & Marketing. The research articles in the study have seen a paradigm shift from influencer marketing to a predominant focus on green marketing, to digital marketing, and social media marketing in influencing the brand image, brand equity, trust & loyalty in recent years. Emerging 4 thematic areas, and diverse international collaborations shaping the landscape. Further exploration of these trends and collaborative patterns could provide valuable insights for advancing research in the field and fostering international knowledge dissemination. The practical implications of this study lie in its ability to offer valuable insights to researchers, managers, and marketers in the field of brand management within the education sector. By conducting a comprehensive bibliometric analysis using VOSviewer, this study sheds light on the key authors, keywords, institutions, countries, Sources and research trends related to brand image (BI) and marketing strategies (MS). This study contributes to the existing literature by providing a comprehensive analysis of BI and MS specifically within the education sector. By focusing on this niche area, the study offers unique insights that can offer both theoretical understanding and practical applications in brand management within educational contexts. Additionally, the use of bibliometric analysis and VOSviewer software adds a methodological rigor to the study, further enhancing its credibility and originality. In conclusion, the findings of this study underscore the dynamic nature of branding and marketing research within the education sector. The analysis reveals significant shifts in research focus, particularly from influencer marketing to digital marketing in recent years. Additionally, the study highlights emerging thematic areas and diverse international collaborations that shape the research landscape.

Keywords

Branding Brand image Marketing strategy Bibliometric analysis VOSviewer

Subject Classifications

91B6091C9968R10

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