Brand and addiction: A network analysis of scientific literature.

OBJECTIVE: The paper conducts a network analysis of the fragmented literature on brand and addiction.

METHOD: A thematic map, thematic evolution, word cloud, co-citation analysis, and cooperation networks were utilized to identify brand addiction study trends and topics.

RESULTS: The data show that marketing and psychiatry have interdisciplinary groupings and multidisciplinary publications. These groups reflect societal changes, particularly the shift from traditional to digital challenges. Fast food addiction is different from alcohol and cigarette addictions due to its ease and extensive marketing. The decline in internet and gambling addiction suggests a shift in priorities.

CONCLUSIONS: This research helps researchers, policymakers, and practitioners in addiction prevention and intervention. The study also understands brand addiction and its effects on psychology, psychiatry, and management by providing insights into emerging topics, thematic maps and evolution of studies, collaboration opportunities, geographical distribution of studies, and more.