Consumer Behavior in Brand Consumption and Identification
Consumer Behavior in Brand Consumption and Identification is a research topic within Marketing. Science Explorer counts 45k research works in it since 1950. 36.6% of them reached the world's top 10% most cited for their field and year.
This cluster of papers explores various aspects of consumer behavior in relation to brand consumption, including brand trust, brand community, consumer culture theory, brand attachment, luxury brands, materialism, sponsorship effects, and ethnocentrism. It delves into the factors influencing consumer perceptions, attitudes, and behaviors towards brands, with a particular focus on the emotional and psychological connections individuals form with brands.
- Brand Trust
- Consumer Behavior
- Brand Equity
- Brand Community
- Consumer Culture Theory
- Brand Attachment
- Luxury Brands
- Materialism
- Sponsorship Effects
- Ethnocentrism
- Research works
- 45k fractional, since 1950
- In the world top 10%
- 16k per year above
- Top-10% rate
- 36.6% share of its works in the world top 10%
- Growth, 2013–17 → 2018–22
- +32% the tick is no change
Which countries lead Consumer Behavior in Brand Consumption and Identification research?
By volume, the United States and China publish the most (1.5k and 1.4k works in 2022–2025).
By volume, 2022–2025
- 1 United States 1.5k works
- 2 China 1.4k works
- 3 India 971 works
- 4 Indonesia 782 works
- 5 Türkiye 653 works
- 6 United Kingdom 500 works
- 7 Germany 345 works
- 8 Malaysia 291 works
- 9 Australia 285 works
- 10 South Korea 279 works
How concentrated that is
The same countries as shares of everything the list above accounts for. A node where two countries do two thirds of the work and one spread evenly across twelve read alike as a ranking and not at all alike here.
Shares of the rows listed above, not of the whole node.
Which institutions lead Consumer Behavior in Brand Consumption and Identification research?
By volume in 2022–2025, Binus University publishes the most Consumer Behavior in Brand Consumption and Identification research, followed by Hong Kong Polytechnic University and Symbiosis International University.
By volume, 2022–2025
- 1 Binus UniversityIndonesia 51 works
- 2 Hong Kong Polytechnic UniversityHong Kong 47 works
- 3 Symbiosis International UniversityIndia 37 works
- 4 Hainan UniversityChina 32 works
- 5 Universiti Teknologi MARAMalaysia 31 works
- 6 Bandung Institute of TechnologyIndonesia 29 works
- 7 Christ UniversityIndia 28 works
- 8 Macau University of Science and TechnologyMacau 27 works
- 9 University of Economics Ho Chi Minh CityVietnam 25 works
- 10 Universitat de ValènciaSpain 24 works
Who are the leading researchers in Consumer Behavior in Brand Consumption and Identification?
The most-cited researchers publishing on Consumer Behavior in Brand Consumption and Identification include Marko Sarstedt, Christian M. Ringle and Jörg Henseler.
- 1 Marko Sarstedt Germany 11k citations
- 2 Christian M. Ringle Germany 11k citations
- 3 Jörg Henseler Netherlands 7.6k citations
- 4 Richard E. Petty United States 4.2k citations
- 5 Joe F. Hair United States 4.1k citations
- 6 Joseph F. Hair United States 3.7k citations
Ranked by citations received across their whole record, among researchers with at least three works on this topic.
Where is Consumer Behavior in Brand Consumption and Identification research done?
The largest centres of Consumer Behavior in Brand Consumption and Identification research in 2022–2025 are Jakarta (Indonesia), Beijing (China), Seoul (South Korea) and Istanbul (Türkiye). Among places with at least 20 works in it, it is an unusually large share of all research in Macao.
Largest cities, 2022–2025
Where it is the local speciality
- MacaoCN · 81.5 works9.2×
Location quotient: how much more of its research is in Consumer Behavior in Brand Consumption and Identification than the world average.
Where is the best place to study Consumer Behavior in Brand Consumption and Identification?
Among universities, judged by research, Sunway University, City University of Macau and Taylor's University score highest, combining excellence, specialisation, size, growth and international reach. Research strength is one signal when choosing where to study; it does not measure teaching.
One dot per university in the table below. The upper left is the interesting corner: small places doing unusually strong work.
| # | University | Score | Top 10% | Specialisation | Works | Growth |
|---|---|---|---|---|---|---|
| 1 | Sunway UniversityMalaysia | 82.8 | 72.2% | 11.5× | 12 | +208.0% |
| 2 | City University of MacauMacau | 79.8 | 67.4% | 14.0× | 24 | — |
| 3 | Taylor's UniversityMalaysia | 74.3 | 57.8% | 12.9× | 12 | +231.1% |
| 4 | Sejong UniversitySouth Korea | 74.1 | 66.2% | 8.1× | 17 | +167.9% |
| 5 | Iscte – Instituto Universitário de LisboaPortugal | 73.6 | 55.5% | 15.9× | 16 | +196.3% |
| 6 | Jaipuria Institute of ManagementIndia | 71.3 | 52.0% | 43.4× | 14 | +254.4% |
| 7 | Symbiosis International UniversityIndia | 69.9 | 27.6% | 9.9× | 37 | +433.4% |
| 8 | University of Economics Ho Chi Minh CityVietnam | 68.6 | 52.9% | 28.6× | 24 | — |
| 9 | Hong Kong Polytechnic UniversityHong Kong | 68.3 | 64.7% | 4.8× | 47 | -9.6% |
| 10 | University of Business and TechnologySaudi Arabia | 66.4 | 52.2% | 10.7× | 11 | — |
Universities only. Score blends excellence (30%), specialisation (25%), size (20%), growth (15%) and international reach (10%), 2015–2022; growth compares 2010–14 with 2015–19.
Is Consumer Behavior in Brand Consumption and Identification research growing?
Output in 2018–2022 was 32% higher than in 2013–2017, peaking in 2025. The fastest-growing topics are Consumer Behavior in Brand Consumption and Identification.
The same series as a ribbon — one cell per year, darker for more. The line above answers how much; this answers when.
Which topics inside it are moving
Growth and decline on one axis around a shared zero. Two lists side by side hide the thing that matters: whether the growth dwarfs the decline, or the other way round.