BRANDING Y DESEMPEÑO FINANCIERO: UN ANÁLISIS BIBLIOMÉTRICO Y NARRATIVO BASADO EN EL ÁRBOL DE LA CIENCIA
La sustentabilidad en las organizaciones son como estás tres piedras que deben estar bien equilibradas para que no deriven en medio de los desiertos actuales de la economía.
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Palabras clave

Branding
desempeño financiero
bibliometría
árbol de la ciencia Branding
financial performance
bibliometrics
Tree of Science

Cómo citar

Ramírez López, M., Quintero Rosero, S., & Vieira Salazar, J. A. (2024). BRANDING Y DESEMPEÑO FINANCIERO: UN ANÁLISIS BIBLIOMÉTRICO Y NARRATIVO BASADO EN EL ÁRBOL DE LA CIENCIA. Criterio Libre, 22(40), 1–24. https://doi.org/10.18041/1900-0642/criteriolibre.2024v22n40.11784

Resumen

Propósito: el propósito de este artículo es ofrecer un análisis bibliométrico, analítico y narrativo del acervo documental académico sobre la relación branding y desempeño financiero, identificando áreas de estudio y tendencias; buscando incursionar en conceptualización, cartografía científica, principales temáticas abordadas y tendencias de la investigación en la relación entre branding y desempeño financiero.

Aspectos metodológicos: por medio de la producción científica extraída de las bases de datos Web of Science -WoS- y Scopus se realizó un análisis bibliométrico junto con una revisión narrativa de la bibliografía disponible con base en el algoritmo Tree of Science.

Hallazgos: por medio de la recolección de 192 documentos en las bases de datos se realizó un análisis descriptivo acerca de las principales fuentes, filiaciones, países, documentos y autores con mayor relevancia dentro de la temática. Se identificaron tres principales temáticas de tendencia relacionadas con el branding interno y gestión del talento humano, la influencia de la marca en diferentes stakeholders, y el papel del branding en la fidelización y posicionamiento corporativo en consumidores finales. Implicaciones prácticas, originalidad y valor: se espera que los resultados sean útiles para investigadores y tomadores de decisiones estratégicas empresariales a fin de ampliar y afianzar la relación entre el branding y el desempeño financiero.

https://doi.org/10.18041/1900-0642/criteriolibre.2024v22n40.11784
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Citas

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