Lovemarks and academic research in marketing: progress of a systematic literature review process

This document presents the results of a Systematic Literature Review (SLR) process, which objective is to analyze the scope or level of academic research on lovemarks or beloved brands in the marketing context. The search equation designed to find related academic products was run in the scientific database Scopus as follows: (TITLE-ABS-KEY (lovemarks OR (brand AND love). Likewise, the VOS viewer program was used to visualize the information. As a result, the search yielded a total of 422 documents. After the filtering process, the conceptual, theoretical, and methodological aspects of 151 abstracts were analyzed. Preliminary results show the geographical distribution of the results, the representative authors, the type of papers, the journals that have published on the topic, and the variables used for the conceptual perspectives, i.e., "lovemark s", "love", and "brand.".