Document Type : Review Article

Authors

• 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

Abstract

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.

Keywords

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