BRANDING Y DESEMPEÑO FINANCIERO: UN ANÁLISIS BIBLIOMÉTRICO Y NARRATIVO BASADO EN EL ÁRBOL DE LA CIENCIA
DOI:
https://doi.org/10.18041/1900-0642/criteriolibre.2024v22n40.11784Palabras clave:
Branding, desempeño financiero, bibliometría, árbol de la cienciaResumen
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.
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