نوع مقاله : مقاله مروری

نویسندگان

1 دانشجوی دکتری، گروه بازاریابی و استراتژی کسب‌وکار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران

2 دانشجوی دکتری، گروه مدیریت بازرگانی و کسب‌وکار، دانشکده مدیریت و حسابداری، دانشکدگان فارابی، دانشگاه تهران، قم، ایران

3 دکتری، گروه بازاریابی و استراتژی کسب‌وکار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران

چکیده

برندسازی سیاسی نمادی تمام‌عیار از ایفای نقش اجتماعی برندها در زندگی انسان‌ها می‌باشد. ورود مبحث برندسازی به سیاست نقطه عطفی در پژوهش‌های بازاریابی سیاسی و ارتباطات سیاسی محسوب می‌شود. هدف اصلی پژوهشگران عبارت است از ترسیم نقشه دانشی از پژوهش‌های برندسازی سیاسی در جهان که برای دستیابی به این هدف، از مطالعات علم‌سنجی استفاده شده است. مطالعات علم‌سنجی با رویکردی کمی و کیفی به تحلیل دامنه‌های پژوهشی می‌پردازد تا بینش عمیقی نسبت به روند پیشرفت آنها در گذر زمان ایجاد کند. این پژوهش به لحاظ هدف، توصیفی و به لحاظ نتیجه، توسعه‌ای محسوب می‌شود. برای دستیابی بدین اهداف از تکنیک‌هایی از جمله هم‌رخدادی کلیدواژگان، برستنس و هم‌استنادی منابع در نرم‌افزارهای VOSviewer، CiteSpace و R استفاده شد. نتایج نشان می‌دهد که برندسازی سیاسی پیوندی عمیق با موضوعاتی چون احزاب، انتخابات و مفاهیم پایه‌ای برند دارد که جلوه علمی و اجرایی آن به خوبی در کشورهای دارای نظام حزبی مشاهده می‌شود. چنین نتایجی می‌تواند به ارتقای جایگاه برندسازی سیاسی در سیاستگذاری‌های خرد و کلان حکمرانی برای حل مسائل اساسی کشور کمک کند.

کلیدواژه‌ها

عنوان مقاله [English]

Political Branding knowledge mapping in the world: A bibliometric approach

نویسندگان [English]

  • Soroush Sayyari 1
  • Mohammad Pirizadeh 2
  • Nakisa Rezaie 3

1 PhD student, Department of Marketing and Business Strategy, School of Management, University of Tehran, Tehran, Iran

2 2. PhD student, Department of Business and Business Management, Faculty of Management and Accounting, Farabi School, University of Tehran, Qom, Iran

3 Ph.D., Department of Marketing and Business Strategy, School of Management, University of Tehran, Tehran, Iran

چکیده [English]

Political Branding is a comprehensive symbol of the social role playing of brands in people’s life. The entrance of branding into politics is a turning point in political marketing and political communication studies. The main goal of this research is mapping a knowledge network of Political Branding literature around the world and for fulfilling that, we chose a bibliometric approach. This kind of research tries to analyze every scientific arena through both qualitative and quantitative approaches in order to establish a great insight about the progress of the research area during time. This research is descriptive and developmental in terms of goals and consequences respectively. In order to fulfill these goals, we used co-occurrence, burstness and co-citation techniques by VOSviewer, CiteSpace and Bibliometrix packages in R. The results indicate that Political Branding has deep links with parties, elections and the basic concepts of branding and the scientific and executive aspects can be seen in the countries with a parliamentary system. These kinds of analyses can raise the position of Political Branding in macro- and micro- levels of governance for solving the main problems of our country.

کلیدواژه‌ها [English]

  • Political Brand
  • Political Branding knowledge map
  • Politics
  • Bibliometric studies
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