Evolution of Emotional Branding in Marketing A Comprehensive Bibliometric Analysis

Abstract

This research aims to analyze the emotional branding through bibliometric analysis, which utilizes Biblioshiny and VOS viewer for the analysis of the Scopus dataset covering the study period from 2000 to 2025. This study employs quantitative and bibliometric methods. It comprises 211 datasets representing the main keywords emotional branding, brand loyalty, and emotional value based on business, management, and accounting subject areas. The findings of this study reflect an increasing research trend that shows the importance of emotional branding in marketing. It depicts the significant role of an emotional branding strategy, which enhances customer loyalty and customer satisfaction. This research contributes to the existing theory, offering evidence on emotional branding and establishing a benchmark for practitioners to embrace emotional branding strategies in marketing endeavors to promote, retain, and serve customers. It contributes to revealing scientific publications on emotional branding, depicting its direction, trends, and scenarios that discover a gap in the existing literature.