Bibliometric analysis of brand trust and brand loyalty relationship: a research agenda

The aim of this study is to summarise the research on the relation between brand trust and brand loyalty conducted over the past two decades and to identify research gaps for further examination. The analysis method adopted is a dual approach: first, data tabulation of extant literature using MS Excel sheets and bar graphs; second, a bibliometric analysis using the VOSviewer application. The sum of citations, keywords, writers, journals, institutes, and countries are examined in both approaches. Elsevier's SCOPUS database has been used to extract 286 articles from 2001 to 2021. The research aims to assess how an understanding of the relation between brand trust and brand loyalty has evolved over the period and its growth potential and future prospects.