Conceptualization of international branding by Econometrics method

Subject Areas : Journal of Iranian Social Development Studies

fatemeh fathollahi ¹ , MOHAMMAD AZIZI ² , maryam lashkarizadeh ³

1 - PhD student in International Entrepreneurship, Faculty of Entrepreneurship, Islamic Azad University, Qazvin Branch, Qazvin, Iran
2 - Associate Professor, University of Tehran, Faculty of Entrepreneurship, Tehran, Iran
3 - Assistant Professor, Department of Economics, Islamic Azad University, Tehran West Branch, Tehran, Iran

Received: 2021-04-14 Accepted : 2022-03-10 Published : 2023-02-20

Keywords: Globalization, INTERNATIONAL BRANDING, Business, branding, scientometrics,

Abstract :

 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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