FROM TRADITION TO TOMORROW: MAPPING RESEARCH CLUSTERS IN CHINESE TIME-HONOURED BRANDS

This study examines the scholarly literature on Chinese Time-Honored Brands (CTHBs) over a twenty-year period, from 2003 to 2023, with the goal of identifying and analyzing key trends and themes in this academic domain. By employing Cite Space, a scientometric metric analysis tool, the research identifies significant research clusters, trends, and thematic developments related to CTHBs. The findings emphasize a notable scholarly focus on brand heritage, innovation, and consumer perception. Specifically, the study investigates how CTHBs balance the preservation of traditional brand identity with the need to adapt to contemporary market demands through innovation. This systematic literature review provides a comprehensive overview of the academic discourse surrounding CTHBs, offering valuable insights for both researchers and practitioners. These insights are particularly relevant to those interested in understanding the complexities of maintaining the cultural and historical significance of CTHBs while ensuring their commercial viability in a rapidly changing consumer landscape. Through its data-driven and integrative analysis, the study contributes significantly to the ongoing discussion on the preservation, transformation, and future trajectory of these iconic Chinese brands, offering a robust foundation for future academic inquiry. It also highlights potential gaps in the literature, suggesting areas where further research could provide deeper understanding and practical applications.