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BRANDING AND FINANCIAL PERFORMANCE: A BIBLIOMETRIC AND NARRATIVE ANALYSIS BASED ON THE TREE OF SCIENCE

Authors

  • Mateo Ramírez López Universidad Nacional de Colombia sede Manizales. Colombia. Grupo de Investigación Gestión Responsable para la Sostenibilidad Territorial -GREST https://orcid.org/0009-0009-0545-3029
  • Sebastián Quintero Rosero Universidad Nacional de Colombia sede Manizales. Colombia. Grupo de Investigación Gestión Responsable para la Sostenibilidad Territorial -GREST- ORCID https://orcid.org/0009-0002-6997-1561
  • Jaime Andrés Vieira Salazar Docente Investigador Tiempo Completo Universidad Nacional de Colombia sede Manizales. Facultad de Administración. Colombia. Grupo de Investigación: Gestión Responsable para la Sostenibilidad Territorial -GREST-. https://orcid.org/0000-0003-2678-4440

DOI:

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

Keywords:

Branding, financial performance, bibliometrics, Tree of Science

Abstract

Purpose: the purpose of this article is to provide a bibliometric, analytical, and narrative analysis of the academic literature on the relationship between branding and financial performance, identifying areas of study and trends. It aims to delve into conceptualization, scientific mapping, the main themes addressed, and research trends in the relationship between branding and financial performance.
Methodological aspects: by using the scientific production extracted from the Web of Science -WoS- and Scopus databases, a bibliometric analysis was conducted along with a narrative review of the available literature based on the Tree of Science algorithm. Findings: through the collection of 192 documents from the databases, a descriptive analysis was conducted regarding the main sources, affiliations, countries, documents, and most relevant authors within the subject. Three main trending topics related to internal branding and human talent management, the influence of the brand on different stakeholders, and the role of branding in customer loyalty and corporate positioning were identified. Practical Implications, Originality, and Value: It is expected that the results will be useful for researchers and strategic business decision-makers to expand and strengthen the relationship between branding and financial performance.

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2024-06-24

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Vol. 22 No. 40 (2024): Celebrating 20 years of Free Criterion

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Ramírez López, M., Quintero Rosero, S., & Vieira Salazar, J. A. (2024). BRANDING AND FINANCIAL PERFORMANCE: A BIBLIOMETRIC AND NARRATIVE ANALYSIS BASED ON THE TREE OF SCIENCE. Criterio Libre, 22(40), 1-24. https://doi.org/10.18041/1900-0642/criteriolibre.2024v22n40.11784