Evolution of Emotional Branding in Marketing: A Comprehensive Bibliometric Analysis
DOI:
https://doi.org/10.4314/academicus.v4i1.5%20Palavras-chave:
biblishiny, brand loyalty, emotional branding, emotional value, MarketingResumo
The purpose of the study was to analyze the trend, direction, and future path in the field of emotional branding in marketing research. Thus, this study utilized bibliometric analysis using R Biblioshiny and VOS viewer software, covering the study period from 2000 to 2025 and employing 211 Scopus data sources, accumulating research articles published only in the English language in the business, management, and accounting subject areas. The study's findings indicated a growing trend in emotional branding within marketing and revealed that 2009 had the highest mean total citations per article and per document. Similarly, the findings from three field plots—most frequent words, trend topics, thematic map, and co-occurrence network—indicated that branding and emotional branding were highly included as keywords in the research. Moreover, the most relevant source and highest local impact were found with the Journal of Product and Management, demonstrating the Universidad Del País Vasco as the most relevant affiliation. The USA remained the leading country in terms of publications.
Downloads
Referências
Alrefaee, S. (2025). A bibliometric analysis of online education research in India (2014–2024): Trends, patterns, and future directions. Discover Education, 4(1), Article 67. https://doi.org/10.1007/s44217-025-00677-2
Aria, M. & Cuccurullo, C. (2017) Bibliometrix: An R-tool for comprehensive science mapping analysis, Journal of Informetrics, 11(4), pp 959-975, Elsevier.
Atkin, D. (2004). The culting of brands: When customers become true believers. Portfolio.
Bairrada, C. M., Coelho, F., & Coelho, A. (2018). Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities. European Journal of Marketing, 52(3/4), 656–682. https://doi.org/10.1108/ejm-02-2016-0081
Bhatia, Dr. A. (2024). The role of emotional advertising in building emotional connections with customers. International Journal of Recent Research and Review, XVII(3), 69–89. https://doi.org/10.62233/ijrrr18
D. Hollebeek, L., & Chen, T. (2014). Exploring positively-versus negatively-valenced brand engagement: a conceptual model. Journal of Product & Brand Management, 23(1), 62-74. https://doi.org/10.1108/JPBM-06-2013-0332
Dhawan, D., & Singh, A. (2025). Brand love in the scroll economy: Emotional dimensions of online consumer–brand engagement. Studies in Media and Communication, 13(3), 325. https://doi.org/10.11114/smc.v13i3.7739
Diamond, N., Sherry, J. F., Muñiz, A. M., McGrath, M. A., Kozinets, R. V., & Borghini, S. (2009). American Girl and the Brand Gestalt: Closing the Loop on Sociocultural Branding Research. Journal of Marketing, 73(3), 118-134. https://doi.org/10.1509/jmkg.73.3.118
Dicu, A. M., Rad, D., Barbu, F., Cuc, L. D., Feher, A., Roman, D., Mazuru, L., Sanda, G., & Pîrvulescu, L. (2025). From attachment to action: Consumer identification and the sustainable buying of rural brand products like “pită de pecica”. Sustainability, 17(9), 4133. https://doi.org/10.3390/su17094133
Gobe, Marc (2001), Emotional branding: The new paradigm for connecting brands to people. New York: Allworth Press.
Hartmann, P., Apaolaza Ibáñez, V., & Forcada Sainz, F. J. (2005). Green branding effects on attitude: functional versus emotional positioning strategies. Marketing Intelligence & Planning, 23(1), 9–29. https://doi.org/10.1108/02634500510577447
Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality: An application of branding theories to tourism places. Journal of Business Research, 59(5), 638–642. https://doi.org/10.1016/j.jbusres.2006.01.001
Hosany, S., Ekinci, Y., & Uysal, M. (2007). Destination image and destination personality. International Journal of Culture, Tourism and Hospitality Research, 1(1), 62–81. https://doi.org/10.1108/17506180710729619
Hwang, J., & Kandampully, J. (2012). The role of emotional aspects in younger consumer‐brand relationships. Journal of Product & Brand Management, 21(2), 98–108. https://doi.org/10.1108/10610421211215517
Judijanto, L. (2025). Feel first, buy later: A bibliometric exploration of emotion-driven decision making in marketing. West Science Interdisciplinary Studies, 3(09), 1597–1605. https://doi.org/10.58812/wsis.v3i09.2260
Laghari, A. H., Ping, H., Memon, S., & Makhdoom, Z. H. (2025). Human vs. virtual influencers in crisis: How attribution and crisis response shape brand trust. Journal of Retailing and Consumer Services, 87, 104410. https://doi.org/10.1016/j.jretconser.2025.104410
Leek, S., & Christodoulides, G. (2011). A literature review and future agenda for B2B branding: Challenges of branding in a B2B context. Industrial Marketing Management, 40(6), 830–837. https://doi.org/10.1016/j.indmarman.2011.06.006
Liu, X., Qiao, X., Liu, X., & Chen, M. (2025). Misaligned perceptions: Reverse effect of agricultural product brand image on consumer purchase intentions. Journal of Rural Studies, 119, 103739. https://doi.org/10.1016/j.jrurstud.2025.103739
Majzoub, R., Tawil, M., & Abuhassan, L. (2024). Investigating brand archetypes: unveiling the perceived image of Jabal Al-Weibdeh neighborhood. Place Branding and Public Diplomacy, 21(2), 207–222. https://doi.org/10.1057/s41254-024-00364-3
Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75(4), 35-52. https://doi.org/10.1509/jmkg.75.4.35
Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75(4), 35-52. https://doi.org/10.1509/jmkg.75.4.35
Marmat, G. (2023). A framework for transitioning brand trust to brand love. Management Decision. https://doi.org/10.1108/md-04-2022-0420.
Mostafa, R., & Kasamani, T. (2020). Brand experience and brand loyalty: is it a matter of emotions?. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/apjml-11-2019-0669.
Mujahid, S., & Khandai, S. (2025). From Affection to Action: The Role of Brand Love in Facilitating Co-creation in Online Brand Communities. Journal of Creating Value, 11(1), 121-134. https://doi.org/10.1177/23949643251337519
Nguyen, G. T. T. (2025). Bridging functionality and emotion: the role of brand image in cultivating loyalty among logistics partners through brand love and engagement in Vietnam’s B2B sector. Journal of Business & Industrial Marketing, 40(5), 1208–1222. https://doi.org/10.1108/jbim-08-2024-0609
Niharika, & Yadav, R. (2023). Influence of emotional branding on consumers’ purchase intention: A study on scale development and mediating role of celebrity endorsement. FIIB Business Review, https://doi.org/10.1177/23197145231177578
Pang, B., & Lee, L. (2008). Opinion mining and sentiment analysis. Foundations and trends in information retrieval, 2(1–2), 1–135. https://doi.org/10.1561/1500000011
Park, C. W., Macinnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1–17. https://doi.org/10.1509/jmkg.74.6.1
Roberts, K. (2005). Lovemarks: The future beyond brands. Powerhouse books.
Rodrigues, P., Sousa, A., & Borges, A. P. (2024). Do you love me, or do you hate me? Bad communication’s effect on low-cost airline brand. Journal of Creative Communications, 20(2), 188-208. https://doi.org/10.1177/09732586241249653
Rossiter, J., & Bellman, S. (2012). Emotional branding pays off: How brands meet share of requirements through bonding, companionship, and love. Journal of Advertising Research, 52(3), 291–296. https://doi.org/10.2501/JAR-52-3-291-296
Sahabuddin, M., Sakib, Md. N., Rahman, Md. M., Jibir, A., Fahlevi, M., Aljuaid, M., & Grabowska, S. (2023). The evolution of fintech in scientific research: A bibliometric analysis. Sustainability, 15(9), 7176. https://doi.org/10.3390/su15097176
San Pedro, J., Yeh, T., & Oliver, N. (2012). Leveraging user comments for aesthetic-aware image search reranking. Proceedings of the 21st International Conference on World Wide Web, 439–448. https://doi.org/10.1145/2187836.2187896
Schau, H. J., Muñiz, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30-51. https://doi.org/10.1509/jmkg.73.5.30
Sharma, K., Trott, S., Sahadev, S., & Singh, R. (2023). Emotions and consumer behaviour: A review and research agenda. International Journal of Consumer Studies, 47(6), 2396–2416. Portico. https://doi.org/10.1111/ijcs.12937
Sung, B., La Macchia, S., & Stankovic, M. (2023). Agency appraisal of emotions and brand trust. European Journal of Marketing. https://doi.org/10.1108/ejm-06-2021-0402.
Verma, P. (2024). FOMO driving brand nostalgia and brand personality for building trust in a food enthusiast: A serial multiple mediation model.
Yang, K., Kim, H., & Zimmerman, J. (2020). Emotional branding on fashion brand websites: harnessing the Pleasure-Arousal-Dominance (P-A-D) model. Journal of Fashion Marketing and Management, 24, 555-570. https://doi.org/10.1108/jfmm-03-2019-0055.
Yang, N., & Gu, J. (2025). Emotion and self-branding in YouTube travel vlogs: A corpus-based analysis. Journal of Pragmatics, 247, 16–28. https://doi.org/10.1016/j.pragma.2025.07.014
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2026 Padam Bahadur Lama
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
