A Bibliometric Analysis of Purchase Intention and Brand Evaluation, 1988–2024

Brand evaluation plays a pivotal role in influencing consumer purchase intentions. However, despite its significance, the global research landscape surrounding these concepts remains somewhat fragmented. This study seeks to clarify this ambiguity by offering a comprehensive analysis of the keywords, leading authors, journals and key characteristics of scholarly articles focused on Purchase Intention (PI) and Brand Evaluation (BE), as sourced from the Scopus database. Furthermore, it delves into the theoretical frameworks and methodological evolutions that have shaped this body of work over time. Utilizing meticulously selected keywords, the study extracted a robust dataset of 2,116 peer-reviewed articles published between 1988 and 2024. Advanced bibliometric tools, including the Bibliometrix R package, the web-based Biblioshiny platform and VOSviewer, were employed to conduct quantitative analyses and construct science mapping visualizations. The results identify the Theory of Planned Behaviour as the dominant theoretical framework, while Structural Equation Modelling is recognized as the most frequently applied analytical method. The findings provide valuable insights into the progression of the field and contribute novel information regarding theoretical approaches and analytical tools in the PI and BE literature, opening avenues for future research.