Brand Trust: Unveiling Major Contributions Through Bibliometrics Analysis
DOI:
https://doi.org/10.59640/cbr.v15i2.83-92Keywords:
brand trust, bibliometrics, mapping, future research agenda, biblioshinyAbstract
Brand trust is the feeling of reliability a consumer has for a brand. The present study undertakes a bibliometric analysis of the concept of brand trust, aiming to discern patterns and insights from existing research. Motivated by the pivotal role brand trust plays in fostering positive consumer outcomes, such as brand loyalty and commitment, the research addresses the need for a systematic understanding of the extensive body of work in this domain. To achieve this, a comprehensive examination of prominent authors, key sources, prevalent keywords, and significant publications in the field of brand trust was conducted. The study obtained data extracted from the Scopus database, employing appropriate filters to refine the dataset to better represent the field. Analysis was done using the biblioshiny tool in the R software. Findings from this bibliometric analysis offer valuable insights into the scholarly landscape of brand trust research, revealing influential contributors, prevalent themes, and noteworthy publications. Also, the study offers insights into the future research agenda.
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