品牌活化是企业实现可持续发展的重要战略.本文基于Web of Science数据库的256篇品牌活化论文,采用文献计量法,分析品牌活化文献的研究概况、演进趋势和研究热点.研究表明:(1)品牌活化相关研究发文量逐年递增,且主要分布在美国和中国;(2)品牌活化的演化阶段包括萌芽期、发展期和爆发期,其中,萌芽期的相关研究比较缺乏,侧重品牌活化的概念演进过程(在此基础上本文重新界定了品牌活化的概念),发展期的文献侧重品牌活化的理论研究,爆发期的品牌活化文献集中在策略实践研究;(3)品牌活化研究形成三大热点——品牌活化的概念演进、品牌活化的理论研究、品牌活化的策略研究,基于"从概念演进到理论完善、从影响因素到后续效果、从企业发展到区域建设"的逻辑,构建起品牌活化研究框架.本文对理论贡献和营销启示进行了讨论,并指出了未来研究方向.
Research Hotspots and Evolution Path of Brand Revitalization—Based on the View of Bibliometrics
Brand revitalization has emerged as an important strategy for enterprises to attain sustainable development.This study investigates the research overview,evolution context and research hotspots of brand revitalization by analyzing 256 articles form the Web of Science database,employing the bibliometric method.Results indicate that:firstly,the number of publica-tions on brand revitalization is progressively rising year by year,and articles are mainly distributed in the United States and China.Secondly,the evolution stages of brand revitalization are divided into the budding period,the development period and the outbreak period.Specifically,research in the budding period is relatively sparse,which focuses on the conceptual evolution process of brand revitalization.Expanding upon this groundwork,this article redefines the concept of brand revitalization.In the development period,scholars shift their focus towards the theoretical research on brand revitalization.Since entering the outbreak period,strategy research has begun to outbreak.Thirdly,the study identifies 3 core hotspots of brand revitalization:conceptual development,theoretical research,strategy research.Building on this foundation and following the logic of"from conceptual development to theoretical construction,from antecedent to consequence,from enterprise performance to regional construction",the research framework of brand revitalization is constructed.As such,this paper discusses the theoretical con-tributions and marketing implications,while also highlighting the future research directions.
brand revitalizationWeb of Scienceresearch hotspotsevolution pathbibliometric analysis
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