Branding Corporativo: una revisión bibliográfica
DOI:
https://doi.org/10.17981/econcuc.41.1.2020.Org.1Palabras clave:
Branding corporativo, Co-citaciones, Tree of Science, Identidad corporativa, MarcaResumen
El éxito de una empresa no solo se basa en la calidad de sus productos si no también en la forma como es recordada su marca en el mercado y a este proceso se le conoce como branding corporativo. Este tipo de estrategia ha sido reconocida como un área importante en las ciencias administrativas y necesita de una revisión detallada. Este artículo tiene como propósito mostrar la evolución del branding corporativo a través una revisión de la literatura, para ello se realiza un análisis de red apoyado en técnicas bibliométricas, además, se presentan las perspectivas de este campo de estudio en la actualidad. Para esto, se realizó una consulta en Web of Science, después se clasificaron los documentos más importantes a través de la plataforma web Tree of Science y, al final, se efectúa un análisis de co-citaciones. Este último análisis mostró que el branding corporativo presenta tres perspectivas: efecto de la marca generado por las alianzas corporativas, la influencia de la responsabilidad social y la gestión de la identidad de la marca.
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