Artículo

Trends in branding research focused on the elderly: bibliometric analysis and systematic review of the literature

Resumen

The purpose of this article is to identify research trends in branding and brand building focused on the elderly, considering the importance of knowledge of this consumer segment, based on the sociodemographic changes corresponding to the population structure in the world. For this purpose, a bibliometric analysis was carried out using the Scopus database and developed with the R Core Team 2020 -Bibliometrix software, followed by a qualitative systematic review of the PRISMA type. The results show that there is a recent interest in research on the study of branding and related topics of consumer analysis of the elderly segment, although it still has a low level of scientific production. The findings identify as the most relevant topics those associated with brand equity, brand image, market orientation, relationship marketing strategies, market segmentation, and senior consumer behavior. Regarding brand image, the most characteristic aspects of the studies are related to age psychographics, cognitive processes, self-confidence and boldness. From the previous review, it is recognized the relevance of making greater research efforts to respond to the need for knowledge about the behavior of the older adult consumer, since there are few studies that allow identifying the influences, processes and behavioral patterns of this market segment in the world.
Pessin, Vilker Zucolotto (57696881500); Santos, Celso Alberto Saibel (55430678200); Yamane, Luciana Haure (58582880800); Siman, Renato Ribeiro (57211910057); Baldam, Roquemar de Lima (57556711100); Júnior, Valdemar Lacerda (57217776461)
A method of Mapping Process for scientific production using the Smart Bibliometrics
2023
10.1016/j.mex.2023.102367
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85171335484&doi=10.1016%2fj.mex.2023.102367&partnerID=40&md5=444d5e65234fa297fcb01e070cdb3b36
Department of Informatics, Federal University of Espírito Santo, Av. Fernando Ferrari, 514, Espírito Santo, Vitória, 29075-910, Brazil
All Open Access; Green Open Access
Scopus
Artículo obtenido de:
Scopus
Fuente
0 0 votos
Califica el artículo
Subscribirse
Notificación de
Campus Samborondón
Vía Samborondón Km. 13.5
Call Center: 5150400
metricas@ecotec.edu.ec
Facebook Instagram Youtube

Mapa del sitio