A bibliometric analysis of the global branding literature and a research agenda

This study examines the citations used in the global branding literature (GBL), and evaluates the knowledge structure of this area of research to date. Our bibliometric analysis involves an examination of 120 global branding articles in business-related research. We employ multidimensional scaling to reveal a range of intellectual influences that have helped shape the GBL. The foundation of knowledge in the GBL is uncovered by analyzing...