Co-creation of Brands: A Bibliometrics Assessment of Existing Literature

Abstract

This study aims to identify the theoretical foundation of literature and describe research trends and themes on the topic of co-creation of branding. To do so, we introduce a bibliometrics assessment of current literature. With bibliometrics software we analyze a dataset retrieved from the Scopus database. The results suggest that the foundation of the literature can be traced to ideas that challenge previous fundamental views in marketing and value creation. Alongside the theoretical foundations we are through bibliographic coupling able to identify four coherent themes within the field of research, (1) The shift from traditional to online marketing, (2) Stakeholder engagement, (3) Experience and Value Co-creation, and (4) Co-creation through social media. The study is an introductory bibliometrics assessment which will allow further research on the topic.