BIBLIOMETRIC ANALYSIS OF CORPORATE IDENTITY IN INTERNAL BRANDING: A FUTURE RESEARCH AGENDA OF 10 YEARS TREND

Abstract

This study explores the role of corporate identity within internal branding, offering insights into key research areas shaping the trajectory of digital communication research. Utilizing bibliometric analysis, 181 research articles published between 2012 and 2022 from the Scopus database were examined to map the scholarly activity in this domain. The findings are threefold: First, the study reviews and synthesizes various definitions of corporate identity, providing a comprehensive understanding of the concept. Second, it presents detailed bibliometric insights, including publication trends, leading authors, co-authorship patterns, and key thematic keywords, offering a snapshot of the research landscape. Third, it identifies emerging trends in corporate identity research, revealing opportunities for future scholarly exploration. While limited to the Scopus database, this work provides a foundational framework for researchers—novice and experienced alike—to navigate and expand their contributions in the field. This review serves as a pioneering bibliometric assessment of corporate identity research, establishing a robust foundation for advancing theoretical and empirical work in this critical area of internal branding.