The patterns of the past and future agenda in international branding: a literature review

IF 3.2 Q2 BUSINESS

Review of International Business and Strategy Pub Date : 2024-03-15 DOI:10.1108/ribs-06-2023-0067

Manoella Antonieta Ramos

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引用次数: 0

Abstract

Purpose

The purpose of this study is to, first, analyze the past years of research on international branding and, second, building on an early literature review, to analyze patterns in the field and suggest future research.

Design/methodology/approach

The analyzed papers were compiled using the Web of Science and Scopus databases. The author searched papers published between 2007 and 2023 that used terms related to international branding in their title, abstract and keywords.

Findings

This paper structures and identifies key institutions, papers, regions and authors in the field. It provides an overview of the past years of research in the area. The study identifies important gaps in the literature and suggests further research dealing with, for example, the B2B sector and emerging markets.

Originality/value

Despite the increase in international branding studies, few literature reviews have been published since 2007. This review fills this research gap. It identifies future research areas dealing with branding in the B2B sector, branding in emerging markets, branding process and implementation studies using longitudinal methods and more practical research.

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国际品牌战略过去与未来的模式：文献综述

本研究的目的首先是分析过去几年有关国际品牌的研究，其次是在早期文献综述的基础上，分析该领域的模式，并对未来的研究提出建议。作者搜索了 2007 年至 2023 年间发表的论文，这些论文在标题、摘要和关键词中使用了与国际品牌相关的术语。研究结果本文构建并确定了该领域的主要机构、论文、地区和作者。它概述了该领域过去几年的研究情况。该研究指出了文献中的重要空白，并建议进一步研究 B2B 行业和新兴市场等方面的问题。原创性/价值尽管国际品牌研究不断增加，但自 2007 年以来发表的文献综述却寥寥无几。本综述填补了这一研究空白。它确定了未来的研究领域，涉及 B2B 行业的品牌塑造、新兴市场的品牌塑造、使用纵向方法的品牌塑造过程和实施研究以及更实用的研究。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Review of International Business and Strategy BUSINESS-

CiteScore

6.90

自引率

25.80%

发文量

期刊介绍： Review of International Business and Strategy is keen to present contemporary and innovative research that proposes new perspectives or challenges existing theories, and that advances the understanding of issues related to international business and global strategy. Themes covered by the journal include (but are not limited to): Internationalization of firms and international entrepreneurship Effects of international environment (political, social, economic and institutional) on international business activities and firm strategies Knowledge transfer strategies and innovation in MNEs Location strategies in international business activities.