“Understanding Advertising Mix Effectiveness: A Bibliometric Mapping of Research Themes with Strategic Insights for Jewellery and Luxury Brands”

Abstract

This study develops a structured overview of the intellectual foundations, thematic evolution and emerging research trajectories within advertising mix effectiveness literature, with particular emphasis on managerial relevance for jewellery and luxury brands.

A bibliometric research design was adopted using peer-reviewed journal articles indexed in the Scopus database. Keyword co-occurrence analysis, overlay visualization and density mapping were performed using VOSviewer to identify dominant research clusters, temporal developments and areas of scholarly concentration.