Purpose

This study aims to offer the intellectual structure and dynamics of the sustainability branding field, involving the identification of influential authors and journals, current and emerging themes, theories, methods, contexts and future research directions.

Design/methodology/approach

The study conducted a bibliometric approach of 1,509 articles retrieved from Scopus to analyze the evolution of the knowledge of sustainability branding and suggest future research. The analysis used various methods such as performance analysis, keyword analysis, cluster analysis and bibliographic coupling.

Findings

The topics of corporate image, philanthropy and stakeholder pressures were core in the foundation phase. Then rose the topics of sustainable development goals and global supply chains. Green marketing and the new paradigms of circularity, ethical consumerism and hyperconnected societies emerged more recently. Six thematic clusters represent the field’s knowledge structure: (1) corporate branding and reputation, (2) sustainable business development, (3) sustainable branding and ethical consumption, (4) corporate social responsibility, (5) brand equity and green marketing and (6) sustainability branding in hospitality and tourism.

Practical implications

This paper provides readers with an overview of sustainability branding core themes, key contributions and challenges, which can be used as a toolkit for brand management studies and practice.

Originality/value

The study’s uniqueness lies in bibliometric analysis (combined with network analysis and science mapping techniques) of the sustainability branding field from the identification and evolution of the thematic clusters to propose future research directions.

中文翻译：

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绘制可持续发展品牌领域：新兴趋势和未来方向

目的

本研究旨在提供可持续品牌领域的知识结构和动态，包括确定有影响力的作者和期刊、当前和新兴的主题、理论、方法、背景和未来的研究方向。

设计/方法论/途径

该研究对从 Scopus 中检索到的 1,509 篇文章进行了文献计量，以分析可持续品牌知识的演变并提出未来的研究建议。分析采用了绩效分析、关键词分析、聚类分析、书目耦合等多种方法。

发现

企业形象、慈善事业和利益相关者压力等主题是基础阶段的核心主题。接下来是可持续发展目标和全球供应链的话题。最近出现了绿色营销和循环、道德消费主义和超互联社会的新范式。六个主题群代表了该领域的知识结构：（1）企业品牌和声誉，（2）可持续商业发展，（3）可持续品牌和道德消费，（4）企业社会责任，（5）品牌资产和绿色营销以及（ 6) 酒店和旅游业的可持续发展品牌。

实际影响

本文为读者提供了可持续品牌核心主题、关键贡献和挑战的概述，可作为品牌管理研究和实践的工具包。

原创性/价值

该研究的独特性在于对可持续品牌领域的文献计量分析（结合网络分析和科学制图技术），从主题集群的识别和演变来提出未来的研究方向。