Brand Image: A Scientific Publication Positioning using Scientometric Analysis

Sari, Anita Kartika and Choifin, Mochamad and Aziz, Abdul and Rahayu, Sri and Purnomo, Agung (2020) Brand Image: A Scientific Publication Positioning using Scientometric Analysis. International Conference On Religious and Cultural Sciences & Call For Paper. p. 55.

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Abstract

Brand Image is an important aspect for companies in a competitive global market. There has not been much research on brand image by providing a big picture that is visualized from year to year. This study aims to map research in the field of brand image with data from all international publication researchers. This study conducted a bibliometric method and analyzed data using search results analysis from Scopus and the VOSviewer application. The data obtained in this study were 3,234 academic documents published from 1961 to 2019 globally. The results of research and individual researchers at the global level who are the most productive in publications in the field of brand image are the Hong Kong Polytechnic University and Pina, J.M. Most fields of study are Business, Management and Accounting, there are 6 patterns of collaborative research groups in the field of global brand image. This research consists of the diversity of the convergence axis which consists of the study of brand images to characterize the body of knowledge generated from the last 2 decades, studies: Brand, E-Commerce, Place Branding, Sales, Social Network, Quality, and Marketing, abbreviated as the theme BEPSSQM

Item Type: Article
Uncontrolled Keywords: Scientometric
Subjects: Manajemen
Depositing User: Unnamed user with email lib.stiemahardhika@gmail.com
Date Deposited: 31 May 2022 13:36
Last Modified: 31 May 2022 13:36
URI: http://repository.stiemahardhika.ac.id/id/eprint/2791

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