Open AccessRational and Emotional Advertising: A bibliometric Analysis (19902020)
Author(s) -
Habiba Elbardai,
Kamal Lakhrif,
Hélène Yildiz
Publication year - 2021
Publication title -
international journal of marketing studies
Language(s) - English
Resource type - Journals
eISSN - 1918-7203
pISSN - 1918-719X
DOI - 10.5539/ijms.v13n4p16
Subject(s) - conceptualization , rational analysis , web of science , field (mathematics) , advertising research , advertising , scientific literature , marketing , psychology , computer science , political science , business , cognition , medline , paleontology , mathematics , neuroscience , artificial intelligence , pure mathematics , law , biology
This study analyzes trends in the scientific literature on the concepts of rational and emotional advertising. The article presents a bibliometric analysis of 96 studies on rational and emotional advertising, taken from the Web of Science database (WOS) for the period 1990-2020. The study categorizes these documents according to bibliographic indicators, i.e., most productive authors, year of publication, countries with the highest productivity rate, the journals and universities that published the most on this topic, language, type of research and field of research. This analysis provides an overview of the nature and trends of research on rational and emotional advertising. The results of the analysis reveal the research weakness for this concept, especially in terms of definitions and conceptualization. Also, the results highlight the fragmented nature of the themes addressed in the various research articles on rational and emotional advertising.