Mapping brand community research from 2001 to 2021: assessing the field’s stage of development and a research agenda

Veloutsou, C. and Liao, J. (2023) Mapping brand community research from 2001 to 2021: assessing the field’s stage of development and a research agenda. Psychology and Marketing, 40(3), pp. 431-454. (doi: 10.1002/mar.21782)

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Since the first paper on brand communities published in 2001, academic research on the area has accumulated substantially. To gain insight into the status and dynamics of this field, this study draws data from the Scopus database and uses bibliometrics and systematic review to analyse this body of knowledge and assess its stage of development. The results show that brand community research is rapidly growing and dynamic, attracting attention from an increasing number of scholars and journals. Most output originates from the United States and China, and adopts a survey approach. Prominent field topics include social media-based brand community, the impact of brand community on brand relationship, consumer behavior and brand management, and brand engagement. This research concludes that brand community research is in the late growth or early maturity stage in most aspects, and discusses the future research directions that can benefit the area.

Item Type:Articles
Additional Information:This project is supported by National Natural Science Foundation of China (NSFC) (72272061 and 71802097); The Ministry of Education of Humanities and Social Science Project (22YJC630077); Philosophy and Social Sciences Planning Program of Guangzhou (2021GZYB05 and 2022JDGJ06); Research Institute on Brand Innovation and Development of Guangzhou (2021CS05); Jinan University Management School Funding Program (GY21013); Institute for Enterprise Development, Jinan University, Guangdong Province (2021MYZD04 and 2020CP03).
Glasgow Author(s) Enlighten ID:Veloutsou, Professor Cleopatra
Authors: Veloutsou, C., and Liao, J.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:Psychology and Marketing
ISSN (Online):1520-6793
Published Online:28 December 2022
Copyright Holders:Copyright © 2022 Wiley Periodicals LLC
First Published:First published in Psychology and Marketing 40(3): 431-454
Publisher Policy:Reproduced in accordance with the publisher copyright policy

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