ANALYSIS OF ARTICLES ON CORPORATE REPUTATION IN BUSINESS FIELD WITH SCIENTIFIC MAPPING TECHNIQUES

Year 2023, Volume: 10 Issue: 3, 49 - 66, 01.08.2023

Tolga Türköz

Abstract

Corporate reputation, which is one of the most well-known invisible assets of businesses, is a concept that is frequently researched in scientific studies. The aim of this research is to make a bibliometric analysis of corporate reputation studies in the field of business in the last 28 years. Academic publications used in the analysis were taken from the Web of Science (WoS) database. The articles in the study were analyzed with the most productive author, journal, organization and country parameters in the field of business. The frequency of keywords and the change of subject trends over the years in the articles presenting data to the research were also investigated. A total of 304 articles that shape the development of corporate reputation studies in the field of business were used in the analysis. The analysis of the articles was carried out with the Bibliometrix analysis package and Biblioshiny using the R program. According to the results obtained from the analyzes, the majority of the articles in Business literature were written in the fields of management, economics and communication. The most frequently used concepts in the titles of the articles were corporate social responsibility, customer satisfaction, corporate governance, knowledge management and job satisfaction. The ratio of those made in the last five years in the total number of publications is 34.21%. The rate of increase in the interest in the field is high. It has been understood that the main countries in the field are the USA, Spain, the United Kingdom, Germany and China, respectively. The most published and most cited researcher in the field is Gianfranco Walsh. The journal with the highest number of publications in this field was "Corporate Reputation Review". It was seen that the most cited journal was "Journal of Business Ethics". The institution that broadcasts the most is the Spanish “University of Cantabria”. The most frequently used keywords along with corporate reputation in studies in the field were: impact, performance, social responsibility, antecedents, management, consequences and quality. As a result of the research, it was thought that the academic interest in corporate reputation in business literature gradually increased until 2020, and there was a decrease in 2021 and 2022, which may be due to the inability to do research due to COVID-19. This paper, with the findings it has presented in the field of corporate reputation for the last 28 years, can be a guide for researchers who want to study the concept about leading authors, articles, journals, organizations, keywords and trend topics in this field.

Keywords

Corporate Reputation, Business Reputation, Firm Reputation, Bibliometric Analysis, Bilim Haritalama, R Programming

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