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Thirty years of product and brand management research: a retrospective review of the Journal of Product and Brand Management using bibliometric analysis

Naveen Donthu (J. Mack Robinson College of Business, Georgia State University, Atlanta, Georgia, USA)
Satish Kumar (Department of Management Studies, Malaviya National Institute of Technology Jaipur, Jaipur, India and Faculty of Business, Design and Arts, Swinburne University of Technology, Sarawak, Malaysia)
Saumyaranjan Sahoo (Department of Operations Management, Jaipuria Institute of Management, Jaipur, India)
Weng Marc Lim (School of Business, Law and Entrepreneurship, Swinburne University of Technology, Melbourne, Australia and Faculty of Business, Design and Arts, Swinburne University of Technology, Sarawak, Malaysia)
Yatish Joshi (School of Management Studies, Motilal Nehru National Institute of Technology Allahabad, Prayagraj, India)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 23 May 2022

Issue publication date: 4 October 2022

1997

Abstract

Purpose

The Journal of Product and Brand Management (JPBM) has a 30-year long history. To commemorate the journal’s 30th anniversary, this research paper aims to present a retrospective overview of JPBM.

Design/methodology/approach

This research examines the performance of the research constituents, social structure and intellectual structure of scholarly publications produced by JPBM between 1992 and 2021 using bibliometric analysis.

Findings

This research sheds light on the growing influence of JPBM through four major knowledge clusters (themes): strategic brand management; consumer behavior; product development and innovation management; and brand engagement. A temporal analysis of decade-by-decade cataloguing of the JPBM corpus revealed another set of three distinct knowledge clusters (themes): retailing and pricing strategies; marketing communications; and relationship marketing.

Research limitations/implications

Though the state-of-the-art overview herein offers seminal and useful insights about product and brand management research curated by JPBM, which can be used by the editorial board and prospective authors to curate and position the novelty of future contributions, it remains limited to the accuracy and availability of bibliographic records acquired from Scopus.

Originality/value

This research advances the internal review and subjective evaluation of the evolution of brand management thinking in JPBM by Veloutsou and Guzmán (2017) with an objective retrospection on the performance and scientific evolution of product and brand management research in JPBM.

Keywords

Citation

Donthu, N., Kumar, S., Sahoo, S., Lim, W.M. and Joshi, Y. (2022), "Thirty years of product and brand management research: a retrospective review of the Journal of Product and Brand Management using bibliometric analysis", Journal of Product & Brand Management, Vol. 31 No. 8, pp. 1141-1167. https://doi.org/10.1108/JPBM-02-2022-3878

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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