Replication Data for "The knowledge base of university branding: A science mapping review and future research agenda"

This dataset contains bibliographic records retrieved from the Scopus database covering publications on university branding published between 2002 and 2025. The records were filtered based on title, abstract, and keywords to retain relevant publications, resulting in a final dataset of 655 documents. The dataset was used to conduct science mapping analyses, including co-authorship analysis and bibliographic coupling analysis, using VOSviewer