Exploring Brand Equity Studies in University Settings: An In-depth Analysis of Academic Research

Abstract

This study provides a thorough examination of academic publications, author contributions, the significance of journals, cooperation between countries, and notable works in the field of brand equity and  university research. Using bibliometric approaches and data from the Web of Science database, we analyse publication trends, author affiliations, citation patterns, and international collaborations. The results of our research show a consistent increase in academic involvement, emphasizing the importance of this interdisciplinary field in academic discussions. The key findings involve the identification of authors who have made significant contributions, the recognition of influential journals, and the identification of influential publications that have shaped the discussion on brand equity dynamics. Our approach enhances comprehension of this field, providing valuable perspectives for researchers, practitioners, and policymakers.