Drawing a scientific map of the brand field based on articles indexed in WoS scientific database

Drawing the scientific maps in various fields through the study of scientific texts has always been the focus of many researchers. The purpose of this study was to investigate the research process and determine research interests in the field of brand and personal brand as well as analysis of scientometric indicators in this field based on scientific articles in the Web of Science (WoS) database.

This scientometric and applied study was conducted through the network analysis of co-authorship countries and co-occurrence words using the indicators of social network analysis. The research population was all articles on the brand and personal brand, indexed in the WoS during 1985-2020. The VOSviewer and Excel were used to analyze the data.

The results showed that scientific outputs in the field of the brand started in 1990 with 1 article. Most outputs were in 2020 with 101 articles. In the co-authorship network of countries, the United States was identified as the most influential country with 164 articles, and in the co-occurrence words, out of 2707 words, the most focus and co-occurrence was on the keywords "brand" and "behavior" with 74 co-occurrences and "impact" with 77 co-occurrences.

Studies in this field have a good network coherence, and word density map also confirms that researchers have been able to address a variety of topics in the field of the brand.