Seybold Report ISSN: 1533-9211
Dr. Vikas Tiwari
Assistant Professor (Management), Rajkiya Engineering College,Churk Sonbhadra (U.P.)
Email: vikastiwari23@gmail.com
Dr. Shirish Srivastava
Associate professor, Jeevandeep Institute of Management and Technology, Varanasi
Ms. Ragini Tiwari
Assistant Professor, Jeevandeep Institute of Management and Technology, Varanasi
Ms. Ayushi Yadav
Assistant Professor, Jeevandeep Mahavidyalaya, Varanasi
Mr. Arpit Gupta
Assistant Professor, Jeevandeep Institute of Management and Technology, Varanasi
Vol 17, No 08 ( 2022 ) | DOI: 10.5281/zenodo.6998419 | Licensing: CC 4.0 | Pg no: 528-536 | Published on: 16-08-2022
Abstract
As time goes on, more and more technical information is accumulated, which explains why knowledge has become so crucial as a production component and as a determinant of innovation. To aid businesses in their efforts to innovate and adapt to changing market conditions, innovation management techniques (IMTs) are indispensable. The paper aims to recognize innovators and trends in branding studies conducted between 2000 and 2022. These categories were used for identification: Most popular topics, most productive nations, most productive institutions, most productive academics, most productive sources, most cited publications and scholars, and most productive countries are listed in that order. Design/methodology/approach. Bibliometric evaluation using Dimensions and Scopus data Business and Management publications on branding predominate. However, interest in this field of study is waning mostly in favor of cultural studies, psychology, sociology, etc. The USA, UK, and Australia account for the majority of publications on branding. Between 2000 and 2019, Griffith University rose to the top spot in the number of branding publications. When it comes to academic articles on branding, T C Melewar is at the top. Among sources, Journal of Brand Management has long been a front-runner. By the quantity of papers that receive the most citations, Journal of Marketing is in the lead. Research limitations/implications: We examined search query results that were generated automatically, without human intervention.
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