Background and research of consumer xenocentrism: a bibliometric analysis
DOI:
https://doi.org/10.18041/1900-0642/criteriolibre.2025v23n42.12636Keywords:
bibliometrics, consumer, xenocentrismAbstract
The concepts of Xenocentrism (XEN) and Consumer Xenocentrism (C-XEN) constitute a field of study that has attracted the interest of professionals and researchers in the areas of marketing and consumer behaviour. The concept has its origins in Sociology and has undergone significant development over the past decade. This study employs bibliometric methods to understand the phenomenon of C-XEN. A total of 49 publications from 2015 to February 2025 was reviewed. The co-occurrence and co-citation analysis reveals the historical development of the term. The findings highlight several themes in which the concept has evolved, such as conceptual foundation, brand image, consumer affinity, and the development of empirical studies focused on consumer behaviour. Finally, based on the research maps and data collected, conclusions are drawn and a future research agenda related to C-XEN is proposed.
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