Defin Shahrial Putra, Astrid Puspaningrum, Rofiaty, Raditha Dwi Vata Hapsari
This study explores the significant role of brand cultural identity in shaping business performance through a systematic literature review (SLR) and bibliometric analysis. In the face of globalization and increasing market competition, understanding the intersection between cultural identity and brand success has become essential. By synthesizing over 2,500 articles from Scopus, the research evaluates how cultural alignment influences brand performance, particularly for small and medium-sized enterprises (SMEs). The findings emphasize that a robust and coherent brand cultural identity fosters stronger consumer loyalty, enhances employee engagement, and drives superior financial outcomes. Additionally, cultural adaptation in branding strategies proves crucial for businesses seeking to resonate with diverse audiences and expand in global markets. This paper outlines key factors such as brand values, vision, and positioning, highlighting their impact on both internal and external brand perception. Through the analysis, the study identifies gaps in the literature, suggesting future research directions, particularly in the integration of digitalization and sustainability with brand cultural identity. The research offers practical insights for brand managers and marketers to develop culturally relevant strategies that not only improve market competitiveness but also ensure long-term business sustainability. © 2025 Pro Global Science Association. All rights reserved.
Faculty of Economics and Business, Brawijaya University, Malang, Indonesia; Faculty of Economics, Islamic University of Kalimantan MAB, Banjarmasin, Indonesia
