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      Thirty years of product and brand management research: a retrospective review of the Journal of Product and Brand Management using bibliometric analysis

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      Journal of Product & Brand Management
      Emerald

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          Abstract

          Purpose

          The Journal of Product and Brand Management ( JPBM) has a 30-year long history. To commemorate the journal’s 30th anniversary, this research paper aims to present a retrospective overview of JPBM.

          Design/methodology/approach

          This research examines the performance of the research constituents, social structure and intellectual structure of scholarly publications produced by JPBM between 1992 and 2021 using bibliometric analysis.

          Findings

          This research sheds light on the growing influence of JPBM through four major knowledge clusters (themes): strategic brand management; consumer behavior; product development and innovation management; and brand engagement. A temporal analysis of decade-by-decade cataloguing of the JPBM corpus revealed another set of three distinct knowledge clusters (themes): retailing and pricing strategies; marketing communications; and relationship marketing.

          Research limitations/implications

          Though the state-of-the-art overview herein offers seminal and useful insights about product and brand management research curated by JPBM, which can be used by the editorial board and prospective authors to curate and position the novelty of future contributions, it remains limited to the accuracy and availability of bibliographic records acquired from Scopus.

          Originality/value

          This research advances the internal review and subjective evaluation of the evolution of brand management thinking in JPBM by Veloutsou and Guzmán (2017) with an objective retrospection on the performance and scientific evolution of product and brand management research in JPBM.

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          Most cited references125

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          bibliometrix : An R-tool for comprehensive science mapping analysis

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            How to conduct a bibliometric analysis: An overview and guidelines

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              Scientific procedures and rationales for systematic literature reviews (SPAR‐4‐SLR)

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                Author and article information

                Journal
                Journal of Product & Brand Management
                JPBM
                Emerald
                1061-0421
                1061-0421
                May 23 2022
                October 04 2022
                May 23 2022
                October 04 2022
                : 31
                : 8
                : 1141-1167
                Article
                10.1108/JPBM-02-2022-3878
                163ccbb7-95e0-445d-9135-113d0fd88fa3
                © 2022

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