AN ASSESSMENT OF GLOBAL BRANDING RESEARCH: CO-CITATION ANALYSIS AS A TOOL TO EVALUATE A LITERATURE AREA

摘要

The international breadth of a firm's brand(s) is indicative of the extent of its global operations. In fact, the brand is a compelling aspect of the overall strategy of a multinational corporation (MNC). MNCs' attempts to minimize specialized, local brands for international brands indicates the practical and scholarly importance of global branding. However, there have been relatively few studies which assess the development of the global branding literature. No doubt, global branding research to date has evaluated particular aspects of the global brand context. Still, to better articulate and advance the importance of global branding research to both practitioners and scholars alike, a thorough examination of this literature's knowledge structure is required.