arbiter
JournalsPricingAccount

The evolution of brand image: exploring the influence of technology through bibliometric analysis

Tayfun Şaan et al.

International Journal of Technology Marketing2025https://doi.org/10.1504/ijtmkt.2025.145385article
AJG 1ABDC C
Weight
0.50

What the paper says

The aim of this study is to reveal the scientific development in the field of brand image and demonstrate how technologies influence it. Therefore, a bibliometric analysis was conducted using VOSViewer and Bibliometrix applications on 1,477 studies published between 1991 and 2024. The findings show a systematic increase in the number of brand image studies. Authors in the field receive significant citations, largely due to their contributions to destination image and the measurement of brand image. Moreover, brand image studies have extensively concentrated on themes such as social media, sustainability, and electronic word of mouth, which have remained dominant for a considerable period. Recent advancements in technologies such as social media, artificial intelligence, and communication technologies have become essential for brand image research. The results demonstrate that these technological developments are reflected in both the subjects and methods within the field. In addition, the study provides theoretical and managerial implications.

Open paper page →

Cite this paper

https://doi.org/https://doi.org/10.1504/ijtmkt.2025.145385

Or copy a formatted citation

@article{tayfun2025,
  title        = {{The evolution of brand image: exploring the influence of technology through bibliometric analysis}},
  author       = {Tayfun Şaan et al.},
  journal      = {International Journal of Technology Marketing},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1504/ijtmkt.2025.145385},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

The evolution of brand image: exploring the influence of technology through bibliometric analysis

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.