The evolution of brand image: exploring the influence of technology through bibliometric analysis

The aim of this study is to reveal the scientific development in the field of brand image and demonstrate how technologies influence it. Therefore, a bibliometric analysis was conducted using VOSViewer and Bibliometrix applications on 1,477 studies published between 1991 and 2024. The findings show a systematic increase in the number of brand image studies. Authors in the field receive significant citations, largely due to their contributions to destination image and the measurement of brand image. Moreover, brand image studies have extensively concentrated on themes such as social media, sustainability, and electronic word of mouth, which have remained dominant for a considerable period. Recent advancements in technologies such as social media, artificial intelligence, and communication technologies have become essential for brand image research. The results demonstrate that these technological developments are reflected in both the subjects and methods within the field. In addition, the study provides theoretical and managerial implications.