Evolução do Branding Emocional no Marketing: Uma Análise Bibliométrica Abrangente
DOI:
https://doi.org/10.4314/academicus.v4i1.5%20Palavras-chave:
biblishiny, fidelidade à marca, emocionalResumo
Esta pesquisa visa analisar o branding emocional por meio de análise bibliométrica, utilizando o Biblioshiny e o VOS Viewer para a análise do conjunto de dados Scopus, abrangendo o período de estudo de 2000 a 2025. Este estudo emprega métodos quantitativos e bibliométricos. Compreende 211 conjuntos de dados representando as principais palavras-chave branding emocional, lealdade à marca e valor emocional, com base nas áreas de negócios, gestão e contabilidade. Os resultados deste estudo reflectem uma crescente tendência de pesquisa que demonstra a importância do branding emocional no marketing. O estudo retrata o papel significativo de uma estratégia de branding emocional, que aumenta a lealdade e a satisfação do cliente. Esta pesquisa contribui para a teoria existente, oferecendo evidências sobre o branding emocional e estabelecendo um parâmetro para que os profissionais adoptem estratégias de branding emocional em seus esforços de marketing para promover, reter e atender os clientes. Contribui também para a divulgação de publicações científicas sobre branding emocional, descrevendo sua direcção, tendências e cenários, e revelando uma lacuna na literatura existente.
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Direitos de Autor (c) 2026 Padam Bahadur Lama
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição-NãoComercial-SemDerivações 4.0.
