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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. 10.0% 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%
4.5k
per year above
Top-10% rate
10.0%
share of its works in the world top 10%
Growth, 2018-21 → 2022-25
+22%
the tick is no change
Largest producer
China
21% of the 10 largest, 2022-now
Consumer Behavior in Brand Consumption and Identification

Which countries lead Consumer Behavior in Brand Consumption and Identification research?

By volume, China and the United States publish the most (1.7k and 1.6k works in 2022-now).

By volume, 2022-now

  1. 1 China 1.7k works
  2. 2 United States 1.6k works
  3. 3 India 1.1k works
  4. 4 Indonesia 895 works
  5. 5 Türkiye 711 works
  6. 6 United Kingdom 553 works
  7. 7 Germany 379 works
  8. 8 Malaysia 326 works
  9. 9 Australia 324 works
  10. 10 South Korea 302 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.

China: 21.3%United States: 20.6%India: 14.2%Indonesia: 11.3%6 others listed: 32.7%21%largest
China1,694 · 21.3%United States1,637 · 20.6%India1,126 · 14.2%Indonesia895 · 11.3%6 others listed2,596 · 32.7%

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-now, 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-now

  1. 1 Binus UniversityIndonesia 61 works
  2. 2 Hong Kong Polytechnic UniversityChina 50 works
  3. 3 Symbiosis International UniversityIndia 40 works
  4. 4 Islamic Azad University, TehranIran 38 works
  5. 5 Amity UniversityIndia 36 works
  6. 6 Universiti Teknologi MARAMalaysia 35 works
  7. 7 Hainan UniversityChina 34 works
  8. 8 Christ UniversityIndia 32 works
  9. 9 Bandung Institute of TechnologyIndonesia 32 works
  10. 10 Macau University of Science and TechnologyChina 31 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 Icek Ajzen, Andrei Shleifer and Nicholas G. Martin.

  1. 1 Icek Ajzen United States 267k citations
  2. 2 Andrei Shleifer United States 234k citations
  3. 3 Nicholas G. Martin Australia 228k citations
  4. 4 Marko Sarstedt Germany 221k citations
  5. 5 Christian M. Ringle Germany 215k citations
  6. 6 Claes Fornell United States 198k citations
  7. 7 David A. Kenny United States 198k citations
  8. 8 Roy Frederick Baumeister United States 183k citations

Ranked by citations received across their whole record, among researchers with at least three works on this topic.

What are the most cited papers in Consumer Behavior in Brand Consumption and Identification?

The most cited paper in Consumer Behavior in Brand Consumption and Identification is "PLS-SEM: Indeed a Silver Bullet" (Joe F. Hair, Christian M. Ringle, Marko Sarstedt, 2011), with 21,465 citations. Next come "SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality" (21,175) and "A Paradigm for Developing Better Measures of Marketing Constructs" (12,726).

Most cited papers
#PaperReleasedCitations
1 PLS-SEM: Indeed a Silver Bullet Joe F. Hair, Christian M. Ringle, Marko Sarstedt · The Journal of Marketing Theory and Practice 15 Mar 2011 21,465
2 SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality Anitha Parasuraman, Leonard L. Berry, Valarie A. Zeithaml · Zenodo (CERN European Organization for Nuclear Research) Open access 1988 21,175
3 A Paradigm for Developing Better Measures of Marketing Constructs Gilbert A. Churchill · Journal of Marketing Research Feb 1979 12,726
4 Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence Valarie A. Zeithaml · Journal of Marketing Open access Jul 1988 12,714
5 Conceptualizing, Measuring, and Managing Customer-Based Brand Equity Kevin Lane Keller · Journal of Marketing 1993 10,504
All 90 most cited papers, with filters and sorting

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-now are Jakarta (Indonesia), Beijing (China), Seoul (South Korea) and Istanbul (Türkiye).

Largest cities, 2022-now

  1. 1 JakartaIndonesia 206 works
  2. 2 BeijingChina 195 works
  3. 3 SeoulSouth Korea 184 works
  4. 4 IstanbulTürkiye 161 works
  5. 5 ShanghaiChina 142 works
  6. 6 LondonUnited Kingdom 121 works
  7. 7 BandungIndonesia 114 works
  8. 8 GuangzhouChina 112 works
  9. 9 Ho Chi Minh CityVietnam 94 works
  10. 10 Hong KongChina 93 works
See Consumer Behavior in Brand Consumption and Identification on the map

Where is the best place to study Consumer Behavior in Brand Consumption and Identification?

Among universities, judged by research, Hong Kong Polytechnic University, Hainan University and City University of Macau 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.

0%20%40%mean 26.8%fractional works in this field (log) →share of work in the world top 10% →Sunway UniversityHainan UniversityHong Kong Polytechni…City University of M…
above the meannear itbelow it

One dot per university in the first ten of the table below, at the default weights. The upper left is the interesting corner: small places doing unusually strong work.

Excellenceshare of its work in the world top 10%, 2022-now and all time averaged
40%
Specialisationhow much of its work is in this field, counted up to 10× the world share
10%
Sizeits output in this field, on a log scale
30%
Growthoutput growth, counted from -20% to +20%
10%
Internationalshare of its work with a co-author abroad
10%
Each slider sets a weight; the share it gets of the score is beside it.
#UniversityScoreTop 10%SpecialisationWorksGrowth
1Hong Kong Polytechnic UniversityChina 84.630.5%5.3×50 +12.2%
2Hainan UniversityChina 79.630.9%7.1×34 +531.6%
3City University of MacauChina 78.426.3%16.1×27 +236.5%
4Sunway UniversityMalaysia 75.237.0%13.4×14 +127.8%
5Swinburne University of TechnologyAustralia 74.631.2%7.4×23 +59.9%
6University of MacauChina 73.027.4%5.5×19 +62.9%
7University of Economics Ho Chi Minh CityVietnam 71.823.9%34.1×29 +325.3%
8UCSI UniversityMalaysia 67.828.0%12.6×13 +103.9%
9Macau University of Science and TechnologyChina 64.09.9%13.2×31 +405.6%
10University of Business and TechnologySaudi Arabia 63.122.9%11.7×12 +105.3%

Universities only. The score blends excellence (40%), size (30%), specialisation (10%), growth (10%), international reach (10%), 2022-now; growth compares 2018-21 with 2022-25 and counts up to +20%, since a jump from a small base is mostly noise.

Every institution in Consumer Behavior in Brand Consumption and Identification, country by country

Is Consumer Behavior in Brand Consumption and Identification research growing?

Output in 2022-2025 was 22% higher than in 2018-2021, peaking in 2025. The fastest-growing topics are Consumer Behavior in Brand Consumption and Identification.

still counting19801990200020102020
grewheldshrank

The same series as a ribbon: one cell per year, darker for more. The line above answers how much; this answers when.

Its share of all research

Growing output can still be a shrinking share: all of science grows. This is Consumer Behavior in Brand Consumption and Identification as a percentage of every work published that year, 0.054% in 2024.

still counting0.020%0.040%0.060%Consumer Behavior in Brand Consumption and Identification0.052% in 202519801990200020102020

Fractional works of Consumer Behavior in Brand Consumption and Identification over all fractional works that year. How the balance of science has shifted.

How much of it reaches the world top 10%

Year by year.

still counting5%10%15%Consumer Behavior in Brand Consumption and Identification10.1% in 2025200020102020

Of each year's works in it, the share that reached the world's 10% most cited for their field and year. A field is the world for its own topics, so there is no other line to hold it against.

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.

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