Work

Bibliometric Analysis of Corporate Identity in Internal Branding: a Future Research Agenda of 10 Years Trend

Year: 2025

Type: article

Abstract: This study explores the role of corporate identity within internal branding, offering insights into key research areas shaping the trajectory of digital communication research. Utilizing bibliometric analysis, 181 research articles published between 2012 and 2022 from the Scopus database were examined to map the scholarly activity in this domain. The findings are threefold: First, the study reviews and synthesizes various definitions of corporate identity, providing a comprehensive understanding of the concept. Second, it presents detailed bibliometric insights, including publication trends, leading authors, co-authorship patterns, and key thematic keywords, offering a snapshot of the research landscape. Third, it identifies emerging trends in corporate identity research, revealing opportunities for future scholarly exploration. While limited to the Scopus database, this work provides a foundational framework for researchers—novice and experienced alike—to navigate and expand their contributions in the field. This review serves as a pioneering bibliometric assessment of corporate identity research, establishing a robust foundation for advancing theoretical and empirical work in this critical area of internal branding.

Source: Labuan Bulletin of International Business and Finance (LBIBF)

DOI: 10.51200/lbibf.v23i1.5986

Authors: Shafiq Ayub, Rosmiza Bidin, Mohd Nizam Osman, Jen Sern Tham

Institution: Universiti Putra Malaysia

Language: English

Topic: Corporate Identity and Reputation

Subfield: Strategy and Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

Funder: Universiti Teknologi MARA

Award: G854476752