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1 2025

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Sustainable brand equity as a new area in brand management and marketing

Górska-Warsewicz Hanna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2025

z. 215

51--73

Purpose: Sustainable branding is an important research area in marketing and management. Therefore, the purpose of this study was to identify the state of research in the field of sustainable brand equity (SuBE) using bibliometric analysis. Particular attention was paid to identifying subject areas. Design/methodology/approach: The design, compilation, analysis, visualization, and interpretation phases of a bibliometric analysis were all used. The Scopus database provided 340 publications overall after a thorough search. In the examined research, science mapping and performance indicators pertaining to publications and citations were employed. Findings: Since 1997, when the first article on HBE was released, 340 publications indexed in the Scopus database have been published. These publications have achieved 5671 citations with an h-index of 40. The country with the most affiliations was the United States, followed by India and China. Using the minimum number of documents at level 3, 36 countries were identified in 8 clusters. The SuBE-related studies provided 1,371 keywords in 10 clusters related to brand creation, brand management, and competitiveness in the context of sustainability; green and circular economies; consumer behavior and social media; communication and consumer decisions; and modern research methods in marketing. Research limitations/implications: SuBE was analysed in general, indicating sustainable management and marketing. First, there is the diversity of regional and cultural contexts. The influence of culture, local economic conditions, and the level of environmental awareness can vary from region to region and was not analysed. Second, time frames were also not analysed. Practical implications: Theoretical and practical implications for SuBE were formulated. The theoretical implications include the need to integrate theories from marketing, management, sustainability, and communications to understand how brands can meet consumer expectations and achieve environmental goals. As practical implications, companies must include sustainability as a central element of their branding strategy to build lasting relationships with environmentally conscious consumers. Originality/value: There were no studies demonstrating the present level of development of this field of study; hence our bibliometric analysis study on SuBE closes a research gap. The originality of this study is in the identification of clusters that represent current research areas in the field of SuBE.