Bibliometric Analysis Of The Relationship Between Brand Reputation, Customer Statisfaction And Brand Loyalty

Abstract

 This study uses bibliometric analysis and literature review methods to examine the factors that influence consumer behavior. Research data were obtained from Scopus and Google Scholar. This study aims to analyze scientific developments and trends related to the relationship between brand reputation, customer satisfaction, and brand loyalty through a bibliometric approach. The analysis was carried out with the help of VOSviewer software to visualize keyword networks, collaborations between authors, and relationships between publications in the period 2020 to 2024. The visualization results show that the three concepts have a strong relationship and often appear together in the literature, with customer satisfaction often acting as a mediating variable between brand reputation and customer loyalty. A positive brand reputation tends to increase customer satisfaction because customers feel more confident and have high expectations of the brand. Furthermore, customer satisfaction acts as a mediating variable that connects brand reputation with customer loyalty. Cluster analysis from VOSviewer also reveals that research on this topic is growing, especially in the context of digital branding and e-commerce. This study provides a comprehensive overview of the direction and main focus of scientific studies in the field of brand marketing, and can be a basis for further research with quantitative and qualitative approaches. Keywords: Bibliometrics, Brand Reputation, Customer Statistics and Brand Loyalty