Antecedentes e investigación sobre xenocentrismo del consumidor: un análisis bibliométrico
DOI:
https://doi.org/10.18041/1900-0642/criteriolibre.2025v23n42.12636Palabras clave:
bibliometría, consumidor, xenocentrismoResumen
Los conceptos de Xenocentrismo (XEN) y Xenocentrismo del Consumidor (C-XEN) constituyen un campo de estudio que ha captado el interés de profesionales e investigadores del ámbito del mercadeo y el comportamiento del consumidor. El concepto tiene sus orígenes en la sociología y se ha desarrollado profundamente en la última década. Este estudio utiliza métodos bibliométricos para comprender el fenómeno de las C-XEN. Se revisaron 49 publicaciones realizadas entre 2015 y febrero de 2025. El análisis de co-ocurrencia y co-citación demuestra el desarrollo histórico del término. Los hallazgos muestran diferentes temas en los que se ha desarrollado, tales como los fundamentos conceptuales, la imagen de marca, la afinidad del consumidor, así como el desarrollo de estudios empíricos centrados en el comportamiento del consumidor. Por último, a partir de los mapas de investigación y los datos obtenidos, se formulan conclusiones y una agenda futura de investigación relacionada con el C-XEN.
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