Distribution of other Customer Perception on Brand Experience: A Bibliometrics Analysis study

Distribution of other Customer Perception on Brand Experience: A Bibliometrics Analysis study

Purpose: The study aims to synthesize research trends regarding the distribution of 'other customer perception' on 'brand experience'; concurrently, to identify the promising research directions and suggest useful for managers. Resean:h design, data, and methodology: The paper deals with the distnbution of 'other customer perception' on 'brand experience' through evaluating a systematic review combined with biological mapping analysis (VOS viewer) with 226 documents published in 142 journals from 1987 to 2021. Results: The study synthesizes and analyzes existing literature reviews on the distnbution of 'other customer perception' on 'brand experience', which mainly highlights three research topic groups. Exploring the component of relationship should be considered in the brand experience scale when the research context is the social interactions surrounding the customer's purchasing process. Moreover, the presence of mindfulness in several publications has suggested a potential research direction in the consumer behavior field. Conclusions: The systematic reports can be a useful reference for managers towards building brand experience based on distribution of' other customer perception' with moderating of mindfulness - a new finding of behavioral interaction that has just experienced the Covid-19 pandemic which is experienced directly at the store and lead to many changes in consumer psychology.