Haniyeh Jafariyan; Shahnaz Nayebzadeh; abolfazl Davodi roknabadi; seyyed hasan hatami nasab
Volume 19, Issue 1 , December 2021, , Pages 59-74
Abstract
Fashion branding is decisive to create a distinctive image of a product. It is more important in the fashion apparel industry. Despite the existing studies, there is a need for a comprehensive investigation that can accurately portray the realities regarding fashion branding. In this regard, to provide ...
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Fashion branding is decisive to create a distinctive image of a product. It is more important in the fashion apparel industry. Despite the existing studies, there is a need for a comprehensive investigation that can accurately portray the realities regarding fashion branding. In this regard, to provide a complete image and a deep understanding of the state of research in this field, the visualization technique of scientific networks was used. The research population consisted of all articles indexed on the Web of Science (WoS) database using the keywords such as "branding" and "fashion" from 1900 to 2019. The data was collected via a systematic review and analyzed by VOSviewer software. The research results included the data on identifying top scientific researchers and most influential countries; analyzing the relationships among researchers and countries, identifying keyword occurrences; and identifying research hotspots and subjects on which little research had been done. 1679 researchers, 64 countries, and 2522 keywords were obtained from 906 articles in total. This research seeks to explore and present emerging research topics. The research new insights and instruments emphasize the intellectual paradigm governing branding in international research for managers and owners of the fashion apparel industry. The intellectual paradigm investigated in this study by providing a comprehensive image of research conducted over the past thirty years in the field of fashion branding guides researchers to select research fields, keywords and also cite international articles and thus make Iranian research outputs more valuable. Managers of the fashion and clothing industry are also advised to use the fashion branding intellectual paradigm, which has been studied in detail in this research, in order to gain a comprehensive insight into the research background and scientific management of their brand.
Shiva Savabieh; Shahnaz Nayebzadeh; Ramin Abghari; Seyyed Hassan Hatami-Nasab
Volume 18, Issue 2 , August 2020, , Pages 245-261
Abstract
During the last decades, market orientation has received a great deal of attention from marketing scholars. In recent years, there has been an increased focus on the relationship between market orientation and business performance. This study aims at enhancing the researchers’ knowledge of market orientation ...
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During the last decades, market orientation has received a great deal of attention from marketing scholars. In recent years, there has been an increased focus on the relationship between market orientation and business performance. This study aims at enhancing the researchers’ knowledge of market orientation and performance through analysis of international scientific researches over the past thirty years. This study, as an inductive and explorative research, by using systematic review and synthesis research, considers the researches in the field of market orientation and performance. Articles indexed by the Web of Science during the years 1900-2019 and three other scientific databases (Science Direct, Emerald, and Springer) were thoroughly investigated. The VOS Viewer software was used to perform the analysis. In the present study, from the 324 articles published by various authors, based on the report of the Web of Science database, scientific articles published on the impact of market orientation on performance grew significantly in the year 2015, and the United States, China and the United Kingdom have had the highest numbers of research. By using an evaluative view of the research, a comprehensive model is presented, which can also be used as a framework for researchers and managers. This study considers the importance of market orientation in promoting performance as a momentous and valuable structure. In addition, the current study introduces a comprehensive overview of the literature, most important emerging research trends, and the research opportunities of the future.
