نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکترا، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.
2 دانشیار، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.
3 استاد، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
abstract
Purpose: Considering the importance of brand positioning for any business and the growing trend of research in this field, the necessity of conducting scientific studies is fully felt. A review of the subject literature and domestic and international research shows that no comprehensive study has been done on this issue. Considering the extent and influence of the field of brand positioning in most business research, the need for clarification is evident to reveal the current situation and future trends based on scientific techniques. to fill this existing deficiency, the present research seeks to answer the question, what is the scientific map of published studies in the field of brand positioning in the Scopus database, and based on this maping, to analyze the network of concepts in this field and identify the most valuable field. It addresses the topics of this field and helps the researchers in the field of brand positioning to explain the process of studies and policy-making in this field based on the identified influential fields.
Methodology: Based on the objective, the present research is of the type of quantitative, applied, descriptive and scientometric research, which was carried out in terms of methodology with the techniques of co-word analysis and network analysis. The statistical population of the research is all scientific and specialized articles in the field of brand positioning that have been indexed in the Scopus citation database between 1975 and 2023. For this reason, in the first stage, the term "brand positioning" was searched in the titles, abstracts and keywords of the Scopus database, and in the second stage, the documents were limited to articles and reviews, and in the third stage, only English language articles were considered. was taken and in the final stage, 577 scientific and specialized articles in the field of brand positioning were selected for analysis. In this research, VOSviewer and Gephi software were used to visualize and analyze scientific maps of 577 scientific documents. The reason for choosing the Scopus database is that this database contains 70 million research articles that have been reviewed by more than 5000 international publishers and also that this database has relative uniformity in all fields.
Findings: The research findings show that Marketing, branding, brand image, brand management and consumer behavior, the most frequent topics and words in the field of brand positioning. Based on the drawn maps and using the closeness centrality index; Branding, competition, marketing, brand image, product design and brand management are the most important topics in information transfer in the network, and in other words, they are considered categories with an interdisciplinary approach in the field of brand positioning.
Conclusion: The present study is the first systematic quantitative analysis of brand positioning research in the Scopus citation database, which uses co-word analysis to draw the scientific map of this field. Therefore, this study directly covers the gap of lack of scientometric research in the literature, in an effort to better understand the state of brand positioning research from its origins until now. For this purpose, Questions for research were proposed, which will be answered during this article., which will be answered during this article. This analysis can be used as a roadmap for future research in the field of brand positioning. The results show that the trends of the researches presented during the years in question have been upward. Based on the findings of the research, the main topics in the field of brand positioning are: branding, brand performance, brand social responsibility, destination branding, brand positioning and brand origin. Based on the results obtained from the authors' co-citation review, it was determined that researchers such as Keller, Aaker, Diamantopoulos and Hayer are the key authors of the brand positioning research community. Considering the importance of the topic of green brand (the main keyword of the corporate social responsibility cluster), the increase in biological hazards and the effect of the green brand on brand sustainability, the companies of our country should pay special attention to this area in establishing their brand and implement it.
کلیدواژه‌ها [English]
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