This study aims to analyse the trend of publication in the field of psychological ownership (PO) in marketing by looking at the previous research papers. The research pinpoints the key concepts, methodology, analytical approach and the structure of PO that could open up future research path in this area of research.
This paper provides a bibliometric analysis of PO in marketing by using performance analysis and science mapping with data extracted from Scopus database using VOSviewer software.
Results show the trend of publications in the field of PO and found out the main themes related to the PO and also provide future research avenues for further exploration by scholars.
The study could help researchers, firms and marketers to predict functioning of customer’s mind and their decision-making, thus enabling organizations to create a strong targeted marketing strategy to attract and engage customers.
The present study provides a bird’s view of psychological ownership in marketing context by applying bibliometric analysis tool. Also, the rigorous literature investigation links and integrates isolated diverse knowledge of PO that aids in developing meaningful new insights for firms and marketers.
