BIMTECH Business Perspectives
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Waseem Saeed Khan1, Mohammad Khalid Azam1 and Fateh Mohd Khan1

First Published 15 Dec 2023.
Article Information Volume 4, Issue 2 December 2023
Corresponding Author:

Fateh Mohd Khan, Department of Business Administration, Aligarh Muslim University, Aligarh, Uttar Pradesh 202002, India.

1 Department of Business Administration, Aligarh Muslim University, Aligarh, Uttar Pradesh, India

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License ( which permits non-Commercial use, reproduction and distribution of the work without further permission provided the original work is attributed.


Customers tend to form strong bonds with the brands and attach firmly to them, which may eventually impact purchasing intentions and enhance customer loyalty. This study intends to investigate the intellectual structure and existing performance trends of the extant literature on brand attachment. We accomplish this goal by employing a bibliometric analytical toolbox and visualization tools: VOSviewer and Bibliometrix-R. The relevant data were retrieved from the two most prominent and most significant abstract and citation databases, that is, Scopus and Web of Science. This study examines the dataset from several aspects. It identifies the most prominent authors, the most cited articles and the most relevant journals, hence deciphering the performance of the field. Then, a co-occurrence analysis was conducted, deciphering the field’s intellectual structure. Further, we mention significant implications for practitioners and managers interested in the topic. Finally, we orchestrate future research lines from two aspects, first delineated from recent works and from thematic clusters generated using co-occurrence analysis.


Brand attachment, systematic literature review, bibliometric analysis, customer involvement, brand experience


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