خلاصة:
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.
ملخص الجهاز:
As it creates a symbolic and emotional text with the brand identity and is a distinguishing point for it, branding in the fashion apparel industry is considered very significant and can be a common product for consumers to communicate and satisfy their needs to be defined by it (Nia & Zaichkowsky, 2000; Rashid, 2017).
So far, many authors have done research on branding in the fashion apparel industry (Bridson & Evans, 2004; Carpenter & Fairhurst, 2005; McColl & Moore, 2011).
According to this protocol, in this research, the structure of science-based on scientific texts, clustering, and illustrating topics according to the frequency and occurrence of words in the titles of articles in the field of fashion apparel branding was drawn using scientometrics technique.
Table S Frequenc y of the published and indexed articles {مراجعه شود به فایل جدول الحاقی} _ Number of articles Percentage of articles 2015 2016 2017 2018 200 150 100 60 0 2019 Figure 2: Frequency of the articles by year In total, among the articles published and the results of the analysis, researchers in 64 countries presented more than half of the articles in the field of fashion branding, including the United States, the United Kingdom, Italy, China, and South Korea.
Figure 4: The density map of the countries Then, the clustering of fashion branding topics was done based on the keywords that the researchers had presented in their scientific articles.