Economic Affairs
  • Year: 2022
  • Volume: 67
  • Issue: 5

Knowledge Graph of University Branding Research: Scientometric Analysis Using CiteSpace

  • Author:
  • Liang Rui1,5,*, Li Wei2, Kseniia Blumska3, Yuriy Danko4
  • Total Page Count: 8
  • Published Online: Sep 7, 2023
  • Page Number: 877 to 884

1Senior Lecturer, Henan Institute of Science and Technology, China

2Department of School of International Education, Henan Institute of Science and Technology, China

3Department of Management, Sumy National Agrarian University, Sumy, Ukraine

4Vice-Rector for Research Work, Sumy National Agrarian University, Ukraine

5Sumy National Agrarian University, Sumy, Ukraine

*Corresponding author: liangrui1158@163.com (ORCID ID: 0000-0001-7904-7204)

Online Published on 07 September, 2023.

Abstract

Using CiteSpace, this study visually analyzed literature on university branding found on Web of Science from 2012 to 2022 and explored the development of research in this area. The findings indicated that while university branding research has developed steadily, there remain certain problems, such as imperfect research models, a lack of quantitative research, and a limited research scope. Therefore, to further develop research in this area, it is proposed that university branding research should improve its theoretical innovations, effectively combine brand theory and higher education theory, and improve the operability of university brand theory.

This study mainly used CiteSpace, which was developed by Chaomei Chen at Drexel University. CiteSpace is described as “an information visualization software developed using Java language.

It is proposed that university branding research should improve its theoretical innovations, effectively combine brand theory and higher education theory, and improve the operability of university brand theory.

Keywords

University brand, CiteSpace, Scientometric, Visual analytics