Purpose – This study aims to offer the intellectual structure and dynamics of the sustainability branding field, involving the identification of influential authors and journals, current and emerging themes, theories, methods, contexts, and future research directions. Design/methodology/approach – The study conducted a bibliometric approach of 1,509 articles retrieved from Scopus to analyze the evolution of the knowledge of sustainability branding and suggest future research. The analysis employed various methods such as performance analysis, keyword analysis, cluster analysis, and bibliographic coupling. Findings – The topics of corporate image, philanthropy, and stakeholder pressures were core in the foundation phase. Then rose the topics of sustainable development goals and global supply chains. Green marketing and the new paradigms of circularity, ethical consumerism, and hyperconnected societies emerged more recently. Six thematic clusters represent the field's knowledge structure: (1) corporate branding and reputation, (2) sustainable business development, (3) sustainable branding and ethical consumption, (4) corporate social responsibility, (5) brand equity and green marketing, and (6) sustainability branding in hospitality and tourism. Practical implications – This paper provides readers with an overview of sustainability branding core themes, key contributions, and challenges, which can be used as a toolkit for brand management studies and practice. Originality/value – The study's uniqueness lies in bibliometric analysis (combined with network analysis and science mapping techniques) of the sustainability branding field from the identification and evolution of the thematic clusters to propose future research directions.

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Branding,Sustainability,Consumer behavior,Bibliometric analysis,Brand communication,Corporate branding,Brand image,Social responsibility,Consumer-brand relationship,Green marketing

• Economics and Business - Social Sciences