期刊名称：International Journal of Information Science and Management (IJISM)
印刷版ISSN：2008-8302
电子版ISSN：2008-8310
出版年度：2020
卷号：19
期号：1
页码：59-74
出版社：REGIONAL INFORMATION CENTER FOR SCIENCE AND TECHNOLOGY
摘要：Fashion branding is decisive to create a distinctive image of a product. It is more
important in the fashion apparel industry. Despite the existing studies, there is a need
for a comprehensive investigation that can accurately portray the realities regarding
fashion branding. In this regard, to provide a complete image and a deep
understanding of the state of research in this field, the visualization technique of
scientific networks was used. The research population consisted of all articles
indexed on the Web of Science (WoS) database using the keywords such as
"branding" and "fashion" from 1900 to 2019. The data was collected via a systematic
review and analyzed by VOSviewer software. The research results included the data
on identifying top scientific researchers and most influential countries; analyzing the
relationships among researchers and countries, identifying keyword occurrences;
and identifying research hotspots and subjects on which little research had been
done. 1679 researchers, 64 countries, and 2522 keywords were obtained from 906
articles in total. This research seeks to explore and present emerging research topics.
The research new insights and instruments emphasize the intellectual paradigm
governing branding in international research for managers and owners of the fashion
apparel industry. The intellectual paradigm investigated in this study by providing a
comprehensive image of research conducted over the past thirty years in the field of
fashion branding guides researchers to select research fields, keywords and also cite
international articles and thus make Iranian research outputs more valuable.
Managers of the fashion and clothing industry are also advised to use the fashion
branding intellectual paradigm, which has been studied in detail in this research, in
order to gain a comprehensive insight into the research background and scientific
management of their brand.
