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Keywords: Co-word analysis
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Journal Articles
Journal of Historical Research in Marketing (2024) 16 (1): 96–121.
Published: 14 December 2023
..., scientific mapping, specifically through co-word analysis, was used to identify and explore the principal research themes and their evolution in the field. Design/methodology/approach A historical approach was adopted in this study, using 1,100 bibliographic records obtained from the Scopus database...
