Decoding brand preference: a bibliometric analysis

Brand preference is a critical construct in marketing research, shaping consumer decisions. With globalization and evolving consumer expectations, scholarly attention toward brand preference has grown steadily, yet fragmented insights make it difficult to capture the intellectual evolution of the field. To address this gap, the study presents a bibliometric investigation into the domain of brand preference by examining 382 scholarly articles indexed in Scopus from 1965 to 2025, utilizing VOSviewer for data visualization and mapping. The temporal analysis indicates a consistent upward trajectory in research activity since 1965, with 2024 emerging as the peak year in terms of publication volume, underscoring the topic’s escalating academic relevance. Citation metrics identify Erdem as the most cited authors (1050 citations), Georgia State University as the top contributing institution (757 citations), and the United States as the leading country in terms of scholarly output (8104 citations). Among journals, Journal of Marketing Research ranks highest in citation impact (2270 citations), while the article titled ‘Brand equity, brand preference, and purchase intent’ stands out as the most influential publication (757 citations). Co-citation analysis highlights foundational themes centered on global versus local branding strategies and consumer behavior. Furthermore, bibliographic coupling uncovers five distinct thematic clusters within the literature: (1) marketing strategies and consumer behaviour, (2) brand equity, consumer perceptions, and strategic branding, (3) psychological and behavioural influences on brand choice, (4) global vs. local brand perceptions and cultural identity, and (5) cultural, psychological, and contextual drivers of consumer behaviour. Lastly, co-occurrence analysis identifies ‘brand preference’ and ‘brand choice’ as the most prominent keywords shaping the field. This study is original in its scope and methodological rigor, it includes the most recent data up to 2025, restricts analysis to ABDC-ranked journals to ensure academic quality, and applies advanced bibliometric techniques beyond basic citation analysis. The findings contribute to the literature by mapping the intellectual structure of brand preference, identifying underexplored themes, and providing a roadmap for future research and practice.