Joint brand advertising effectiveness: bibliometric analysis and systematic literature review

Sara Tavassoli is a PhD Candidate in Marketing Management at the University of South-Eastern Norway. Broadly, her research focuses on consumer behavior, marketing communication, supply chain management, advertisement effectiveness and quantitative methods of research in marketing. Address correspondence to Sara Tavassoli, School of Business, The University of South-Eastern Norway, P.O. Box 235, 3603 Kongsberg, Norway. Phone: +47 91274161.

Kåre Sandvik holds the position of Professor of Marketing at the School of Business, University of South-Eastern Norway. His research interests encompass marketing finance, marketing mix modeling, big data analytics and customer-supplier relationship management. He serves as an Advisor to the Marketing Accountability Standardization Board (MASB) and possesses extensive management consulting experience with European corporations. His scholarly work has been featured in numerous academic journals, including the International Journal of Research in Marketing, Journal of Service Research, Journal of Business Research, Review of Marketing Research, Journal of Travel Research, International Journal of Advertising, Journal of Supply and Purchasing Management and more. Email: Kare.Sandvik@usn.no. Phone: + 47 91711535.

Chunyan Xie is a Professor of Marketing at Western Norway University of Applied Sciences. Her areas of interests include corporate social responsibility, moral emotions, corporate reputation, consumer materialism, user involvement innovation and consumer co-creation and prosumption. Her research has been published in the Journal of Academy of Marketing Science, International Journal of Research in Marketing, Journal of Business Research, British Journal of Social Psychology, Psychology and Marketing and others. Email: chunyan.xie@hvl.no. Phone: +47 52702681.