Personalidad de marca como área de investigación en Educación Superior

Carmen Jiménez-Bucarey, Luis Araya-Castillo, Jorge Rojas-Vallejos

Producción científica: Contribución a una revistaArtículorevisión exhaustiva

2 Citas (Scopus)


Brand personality facilitates students’ purchasing decision process and influences their behavioral intentions. Given the above, this research applies the methodology of scientometrics to study the development of the brand personality literature in the context of higher education. 7 articles are identified that can be considered as the origin of this knowledge, which are spaced temporally between 2013 and 2019, are found in 6 journals indexed in WoS, in the categories of business, education educational research, anthropology and economics, and with affiliation to 18 organizations located in 10 countries. Furthermore, as a result, it is highlighted that in 4 of these articles authors affiliated with institutions of the same country contribute and 3 articles are published in the form of international cooperation, and also only 3 articles exceed 3 citations. Likewise, the articles are grouped into three sets by common references, as well as into three aggregates by common use of mined words, highlighting 22 relevant words. Therefore, it is concluded that brand personality is a still nascent issue in terms of higher education, even when scientific production is serving as a reference for other texts in WoS.

Título traducido de la contribuciónBrand personality as a research area in Higher Education
Idioma originalEspañol
Páginas (desde-hasta)394-418
Número de páginas25
PublicaciónRevista de Ciencias Sociales
EstadoPublicada - 2020

Palabras clave

  • Brand personality
  • higher education
  • research lines
  • scientometrics
  • WoS

Áreas temáticas de ASJC Scopus

  • Ciencias Sociales General


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