Uncovering the Knowledge Base of Heritage Brands in Branding Literature: A Bibliometric Approach

Brand management is a strategic process which builds a strong brand perception in consumer’s mind. Research on heritage brands is important in brand management as it preserves legacy, enhances authenticity, and builds trust and customer loyalty. This study presents a comprehensive bibliometric analysis using visualization of similarities viewer (VOSviewer) Version 1.6.20 to thoroughly investigating this field. The PRISMA technique was used to properly screen and select the scholarly resources, which have led 142 articles for proper analysis. This analysis identifies key research trends, influential authors, prominent institutions and geographic distribution of research contributions, which provide a map of intellectual and development trajectory of the field. The data indicated the publications in this field has increased over time and entered a period of rapid growth after 2015, reflecting the recognition of heritage brands. This review offers a foundational understanding to the researcher, which encouraging further exploration within the heritage branding paradigm.