Evolución del Branding Emocional en Marketing: Un Análisis Bibliométrico Integral
DOI:
https://doi.org/10.4314/academicus.v4i1.5%20Palabras clave:
biblishiny, lealtad a la marca, emocionalResumen
Esta investigación tiene como objetivo analizar el branding emocional mediante un análisis bibliométrico. Para ello, utiliza Biblioshiny y el visualizador VOS para el análisis del conjunto de datos de Scopus, que abarca el período de estudio de 2000 a 2025. El estudio emplea métodos cuantitativos y bibliométricos. Comprende 211 conjuntos de datos que representan las principales palabras clave: branding emocional, lealtad a la marca y valor emocional, basadas en las áreas de negocios, administración y contabilidad. Los hallazgos de este estudio reflejan una creciente tendencia de investigación que demuestra la importancia del branding emocional en el marketing. Describe el papel fundamental de una estrategia de branding emocional, que mejora la lealtad y la satisfacción del cliente. Esta investigación contribuye a la teoría existente, ofreciendo evidencia sobre el branding emocional y estableciendo un punto de referencia para que los profesionales adopten estrategias de branding emocional en las iniciativas de marketing para promover, retener y servir a los clientes. Contribuye a revelar publicaciones científicas sobre branding emocional, describiendo su dirección, tendencias y escenarios, lo que revela una laguna en la literatura existente.
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Derechos de autor 2026 Padam Bahadur Lama
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.
