Systematic Review of Family Businesses and Co-Branding Using VOSviewer

Abstract: Family businesses (FBs) and co-branding represent two rich research domains that have witnessed substantial growth in both the volume and diversity of literature over the past decade. Despite this significant advancement, the absence of comprehensive reviews at the intersection of FBs and co-branding may lead to overlapping studies in the future, as each research domain tends to interpret results predominantly from its own unilateral perspective. Consequently, this study aims to review the relationship between FBs and co-branding systematically. Employing a combination of content analysis and bibliometric techniques, a total of 7,153 documents were extracted from databases, including ScienceDirect, Emerald, Springer, and Wiley. After applying selection criteria, 6,157 documents were included in the analysis to ascertain publication rankings and identify key themes using VOSviewer software. Based on the findings, the authors address gaps in previous research and outline directions for future inquiry. In terms of theoretical contributions, this study pioneers applying qualitative (content analysis) and quantitative (bibliometric analysis) techniques to systematically review the interconnections between the literature on FBs and co-branding. From a practical perspective, FBs can leverage the co-branding process to enhance their effectiveness.
Keywords: Family businesses, co-branding, systematic review, content analysis, bibliometric analysis.