BIBLIOMETRIC ANALYSIS OF PUBLICATION : ATTRACTIVENESS OF LOCAL BRAND

Ani Solihat, Arief Helmi, Yudi Azis, Rita Kmaladewi

Abstract


The growth of local brands in Asia is increasing. This gives rise to the perception that local brands have quality that is no less than global brands, this shows that local brands are able to compete with global brands, and the perception is that global brands have almost the same quality as local brands. The research method used is bibliometric analysis which is used for literature study research activities. The initial data collection process was carried out by the Harzing's Publish or Perish application with the keyword attractiveness of local brand, with a time span of 2019 - 2023 using Google Scholar Search and Scopus. Based on the results of scholar citation data, it shows that (1) the number of articles related to the keyword attractiveness of local brand from 2019 - 2023 is small. In the 5 year period, the number of papers cited by scholars is only 200 papers. (2) The relationship between local brand themes is trending starting in 2020, quartile 2, while attractiveness is trending in early 2020. Meanwhile (3) the results of data processing from Schopus using the Harzing's Publish or Perish program with the keyword attractiveness of local brands from 2019 - 2023 are still very small, only 32 papers. (4) 7 Papers relating to factors increasing the attractiveness of local brands and it can be concluded that increasing the attractiveness of local brands can be created from two sides, namely the consumer side and the product side. Consumer factors must increase ethnocentrism, nationalism, and desire to preserve local brands. Meanwhile, local brands must improve product quality and carry out intensive promotions and aspire to strong branding.

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References


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