Corporate Branding: a bibliographic review

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Published Nov 8, 2019
DOI https://doi.org/10.17981/econcuc.41.1.2020.Org.1

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Sebastián Buitrago
Luis Amigó Catholic University
https://orcid.org/0000-0002-1430-7746
Pedro Luis Duque
Luis Amigó Catholic University
https://orcid.org/0000-0003-4950-8262
Sebastián Robledo
Luis Amigó Catholic University
https://orcid.org/0000-0003-4357-4402

Abstract

The success of a company is not only based on the quality of its products but also on the way its brand is remembered in the market and this process is known as corporate branding. This type of strategy has been recognized as an important area in management sciences and needs a detailed review. The purpose of this article is to show the evolution of corporate branding through a review of the literature. For this purpose, a network analysis supported by bibliometric techniques is carried out. For this purpose, a Web of Science consultation was carried out, after which the most important documents were classified through the Tree of Science web platform and, at the end, an analysis of co-citations is carried out. This last analysis showed that corporate branding presents three perspectives: the effect of the brand generated by corporate alliances, the influence of social responsibility and the management of brand identity.

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How to Cite
Buitrago, S., Duque, P. L., & Robledo, S. (2019). Corporate Branding: a bibliographic review. ECONÓMICAS CUC, 41(1), 143–162. https://doi.org/10.17981/econcuc.41.1.2020.Org.1
Issue
Vol. 41 No. 1 (2020)
Section
Articles: Administration, Organization and Methods
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