Bibliometric and Visualized Analysis of Visual Brand Identity of Sports Team Based on Web of Science and CiteSpace

  • Mute XieEmail author
  • Shan Li
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 1190)


As the spectators are watching a game, the team’s visual information will affect the spectators’ mood and perception, and then change their team loyalty or team identification. Given the lack of bibliometric analysis and visualization on visual brand identity (VBI) research of sports team from a quantitative perspective, this review analyzed the literature involving sport teams’ visual brand identity from 1988 to 2019 with the help of CiteSpace software. The use of bibliometric visualization techniques makes a methodological contribution by providing new insights into research patterns in sports marketing research. We made a knowledge atlas of the spatial distribution, authors co-citation, journals co-citation and keyword co-occurrence, respectively, and further the hot areas of sports team VBI research by the CiteSpace software. Findings indicate that the source of the literature demonstrated geographic and institutional proximity, as most of the articles comes from North America and Australia. Besides, the most influential core authors and the three main types of journals are demonstrated by the visualization of authors co-citation and journals co-citation. Finally, four major research fields (i.e. logos, colors, mascots, jerseys) are identified from the visualization of the keywords network. The bibliometric analysis of the current work offered a summary for further research. It provided a valuable and seminal reference for researchers and practitioners in sports team VBI-related research communities.


Visual brand identity Sports marketing Citespace Knowledge graph 


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Copyright information

© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Business SchoolSichuan UniversityChengduPeople’s Republic of China

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