Bibliometric Analysis in Family Business Brands
Bibliometric Analysis in Family Business Brands

Summary/Abstract: Theoretical background: Family businesses are a key aspect of the Polish economy. These are businessesthat remain under the control of the family or are managed by family members, often passed down fromgeneration to generation. Their importance in Poland is particularly visible in the context of the numeroussmall and medium enterprises that form the core of the Polish economy. These businesses often have a richhistory and heritage that can provide a solid foundation for building a strong brand.Purpose of the article: The aim of this article is to present a bibliometric analysis in the area of familybusiness brands. This analysis will provide a better understanding of the current literature base and detectareas for further research.Research methods: The research method used was a bibliometric analysis, including citation and co-oc-currence analysis of keywords using the VOSviewer programme, of articles from the Scopus international database. 58 publications from 1999 to 2023, focusing on the topic of family business brands, were selectedand analysed. In order to conduct the most precise analysis, research questions such as the following wereformulated: Who are the most influential authors publishing in the research field (in terms of citations) andwho publishes the most? or What is a keyword network?Main findings: An increase in the number of publications on family business brands has been noticed,especially since 2018. The highest number of publications appeared in 2023. In total, publications were cited1,456 times, with the highest number of citations (384) in 2018. The average number of citations per yearwas 112. The most cited article is “Concealing or revealing the family?: Corporate brand identity strategiesin family firms” by Micelotta and Raynard (2011), with 173 citations. The largest number of publicationscomes from the category “Business, Management, and Accounting”. The most influential authors in thisfield are Prügl and Botero. Research emphasises the importance of integrating family values into marketingstrategies and building customer trust, which can be the basis for further research and practical applicationsin brand management of family firms.

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