Mapping the Intellectual Structure of Global Brand Literature and Automobile Industry: A Bibliometric Analysis

This review aims to conduct a thorough bibliometric analysis to assess the propensity of the impact of the brand on purchase intention literature in the automobile industry and provide a roadmap for further research. Using the specified search string on 05 February 2024, 340 publications were retrieved from esteemed journals indexed in the Scopus database. The dataset from 1974 to 2023 was analyzed and visualized using RStudio combined with Bibliometrix and VOSviewer software. The findings provide valuable insights into yearly publication trends, the prolific authors, sources, institutions, countries, and research publications. The observed outcomes of the review contradict Bradford’s Law and Lotka’s Law. Furthermore, bibliographic coupling analysis offers the conceptual research framework and suggests potential research avenues in this research area. In conclusion, this study enhances understanding of consumer behavior, particularly the influence of product brand image on potential car customers’ purchase intention.