Joint brand advertising effectiveness: bibliometric analysis and systematic literature review

Purpose This study aims to review joint advertising literature published over a 33-year period (1990–2023) to enhance understanding and identify research gaps. Design/methodology/approach A combination of a systematic literature review and bibliometric analysis, guided by PRISMA, is deployed. The bibliometric analysis maps the evolution of lateral and vertical joint advertising research. The systematic literature review focuses on knowledge from empirical research on lateral joint advertising factors and outcomes. Findings This study refines the definition of joint advertising, assesses published studies and explores key themes. It develops a conceptual framework of joint advertising that organizes dependent variables, moderators and their relations. This framework helps researchers expand knowledge of the field and assists brand managers in selecting ideal partners for mutual promotional benefits. Future research directions are outlined. Originality/value To the best of the authors’ knowledge, this is the first comprehensive study that conceptualizes joint advertising as a distinct brand alliance and delineate the variations in lateral and vertical joint advertisement research. It synthesizes fragmented knowledge on lateral joint advertising, offering a pioneering framework for a cohesive understanding of the field.