مفهوم پردازی برند سازی بین المللی با استفاده از روش علم سنجی

محورهای موضوعی : مطالعات توسعه اجتماعی ایران

فاطمه فتح اللهی ¹ (دانشجوی دکتری تخصصی کارآفرینی بین المللی، دانشکده کارآفرینی، دانشگاه آزاد اسلامی، واحد قزوین، قزوین، ایران.)
محمد عزیزی ² (دانشیار دانشگاه تهران، دانشکده کارافرینی، تهران، ایران)
مریم لشکری زاده ³ (استادیار، گروه اقتصاد، دانشگاه آزاد اسلامی، واحد تهران غرب، تهران، ایران.)

تاریخ دریافت : 1400/01/25 تاریخ پذیرش : 1400/12/19 تاریخ انتشار : 1401/12/01

کلید واژه: جهانی سازی, علم سنجی, برندسازی بین‏الملل, بین‏المللی‏سازی, برندسازی,

چکیده مقاله :

با وجود تحقیقات متعدد در مورد موضوعات برندسازی، برندسازی بین‌المللی به حد کافی پوشش داده نشده است. در صورت وجود یک نگرش جامع به برندسازی، یک برند می تواند به عنوان ابزار استراتژیک در بهبود عملکرد شرکت مورد استفاده قرار گیرد حال آنکه توجه به این مقوله در سطح بین‌المللی اهمیت دوچندانی را پیدا کرده است. این تحقیق که یک تحقیق کیفی می باشد با روش علم سنجی، و با استفاده از روش تحلیل استنادی و تحلیل محتوایی مستندات انجام شده است؛ برآن است تا مطالعات در این زمینه را مورد بررسی قرار داده و با نظم دهی به تحقیقات به ارائه مدل مفهومی و یکپارچه با استفاده از تحلیل محتوایی مستندات بپردازد. جامعه ی آماری این تحقیق کلیه ی مستندات ارائه شده در پایگاه داده ای اسکوپوس به تعداد 207 مدرک (شامل مقاله، مجله، کتاب و. . . ) از سال 2020 میلادی می باشد. که با استفاده از نرم افزار bibexcle و VOSviewer ارزیابی و مصورسازی انجام شده است. بر اساس تحلیل محتوایی مستندات و نتایج تحقیق؛ تحقیقات در زمینه ی برندسازی بین‌المللیبه پنج بخش تقسیم بندی شده است. بخش اول تحقیقات مرتبط با ماهیت برندسازی است. بخش دوم تحقیقات مرتبط با پیشران و بخش سوم مربوط به پیشایندهای برندسازی و بخش چهارم مربوط به ارکان کلیدی در برندسازی بین المللی است و نهایتا در بخش پنجم به عوامل مرتبط با بازار در برند سازی بین‌المللی پرداخته شده است. این پژوهش مدلی مفهومی برای تحقیقات در زمینه ی برندسازی بین المللیایجاد نموده است تا بتواند مسیرتحقیقات آتی را در جهت درست هدایت کند.

چکیده انگلیسی:

 Despite numerous studies on a wide range of topics in the field of branding, international branding isnot sufficiently covered. If there is a comprehensive approach to branding, a brand can be used as a strategictool to improve company performance. While paying attention to this issue at the international level is doublyimportant. However, research in this field, especially in the institutional context of Iran, is scattered and limited.This research, which is done by using Sciencetomeric method, citation analysis method, and evaluation andcontent analysis of documents, intends to review studies in this area; and provide a conceptual and integratedmodel by organizing researches and using content analysis of documents. The statistical population of thisresearch includes all the documents presented in the Scopus database with 207 documents (including articles,books, etc.) until 2020, and this population has been evaluated and visualized by BIBEXCLE and VOSVIEWERsoftware. Based on the content analysis of these documents, research on "International Branding" is divided intofive sections of the nature of branding, drivers, branding antecedent conditions, key elements in internationalbranding, and market-related factors in international branding. According to this research outcomes,suggestions for future researches are provided. 

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