Corporate Social Responsibility in Brand Development: A Bibliometric Analysis Using R

Abstract

Using a literature review and bibliometric analysis, the purpose of this research is to analyze the relationship between Corporate Social Responsibility (CSR) and Brand Development. There is strong evidence in the literature that CSR plays an important role in increasing the value of the company, especially in ensuring the brand development of the processed product remains strong. Therefore, this research aims to develop a specific focus as well as examine the broad progression of ideas behind the concept through its origins towards brand image based on the implementation of practices and literature that has been available from previous research. Using applications such as R Studio and Microsoft Excel, all information was compiled and analyzed starting from the Scopus database. A total of 292 relevant articles on CSR were collected from researchers, spanning from 1997 to 2022. The bibliometric study using R also focuses on the most influential journals, authors, and articles. This study expresses how the most important aspects of corporate social responsibility in brand development can be combined into a single concept that opens up new areas of research for both the general field of CSR and the newer field of brand development.