A Bibliometric Analysis On Sustainable Branding

Yıl 2025, Sayı: Özel Sayı 3, 203 - 224, 31.12.2025

Ebru Bilgen Kocatürk

https://doi.org/10.33203/mfy.1836062

Öz

With the rise of environmental and socio-economic challenges, the concept of sustainability has become crucial for both organizations and consumers. In this regard, although there is an increase in successful practices and academic studies on sustainable branding, it is seen that there are still significant gaps in the literature. The aim of this study is to determine the bibliometric properties of articles published on sustainable branding in the Web of Science (WOS) database between 2000 and 2025, within the framework of various parameters, using the VOSviewer program. The findings indicate that the number of publications in the field has increased over the years, suggesting that the topic has gained growing academic importance. In the distribution of articles by country, the USA ranked first, followed by the United Kingdom and China. The most cited authors in the field are Peter Dauvergne and Jane Lister. In addition, the most frequently used keywords were revealed to be sustainability, sustainable brand, sustainable branding, social responsibility and brand image. This study is expected to provide a guiding framework for future researches.

Anahtar Kelimeler

Sustainability , Sustainable Marketing , Sustainable Branding , Bisbliometric Analysis.

Sürdürülebilir Markalaşma Üzerine Bibliyometrik Bir Analiz

Öz

Sürdürülebilirlik kavramı, çevresel ve sosyo-ekonomik sorunların artmasıyla birlikte hem kurumlar hem de tüketiciler için önemli hâle gelmiştir. Bu doğrultuda, sürdürülebilir markalaşma üzerine başarılı uygulamalar ve akademik çalışmalarda artış olsa da literatürde hâlâ önemli boşlukların olduğu görülmektedir. Bu çalışmanın amacı 2000-2025 yılları arasında Web of Science (WOS) veri tabanında sürdürülebilir markalaşma konusunda yayımlanmış makalelerin çeşitli parametreler çerçevesinde VOSviewer programı ile bibliyometrik özelliklerinin tespit edilmesidir. Bulgularda, alandaki yayın sayısının yıllar itibarıyla artış eğiliminde olması, konunun akademik açıdan giderek daha fazla önem kazandığını göstermektedir. Makalelerin ülkelere göre dağılımında ilk sırada ABD yer alırken, onu İngiltere ve Çin takip etmektedir. Alanda en fazla atıf alan yazarlar Peter Dauvergne ve Jane Lister’dır. Ayrıca en sık kullanılan anahtar sözcüklerin sürdürülebilirlik, sürdürülebilir marka, sürdürülebilir markalaşma, sosyal sorumluluk, marka imajı olduğu ortaya çıkmıştır. Çalışmanın, gelecekte yapılacak araştırmalar için yönlendirici bir çerçeve sunması beklenmektedir.

Anahtar Kelimeler

Sürdürülebilirlik , Sürdürülebilir Pazarlama , Sürdürülebilir Markalaşma , Bibliyometrik Analiz.

Kaynakça

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