This research examines how stakeholders collaboration affects airport branding by exploring the role of cooperative efforts in shaping brand identity and reputation. It investigates how transparent communication, alignment with stakeholders expectations, and engagement with various groups-such as investors, consumers, local communities, and business partners aero and non-aero as well as local governments contribute to developing a cohesive and competitive branding strategy. This research utilizes a bibliometric approach, which aims to provide an overview of the global trends of this topic, as well as identify the dominance of the most influential authors, co-authors, institutions, countries, and publications in this field. The data was obtained through the Scopus database through a relevant keyword search that resulted in 639 articles, and then data processing and analysis were carried out through the tools VOS Viewer, RStudio Biblioshiny, and ScientoPy. Modern branding today does not just rely on unilateral communication but becomes more cooperative by involving various stakeholders. However, there are limited studies that provide a comprehensive overview of this field. The findings show that branding and stakeholders collaboration are increasingly important in shaping corporate identity, enhancing reputation and fostering long-term sustainable relationships. Some of the dominant and influential authors and institutions in research in this area are from Europe, the United States, and Australia, but contributions from developing countries are still minimal. This study recommends further in-depth research in developing countries, including Indonesia, given the great potential in airport branding development that can be done through stakeholders collaboration with a holistic approach that includes transparent communication, utilization of local cultural narratives as differentiating elements, and integration of sustainability values to build a relevant and globally competitive brand image.

Aaker, D. A. (1996). Measuring Brand Equity across Products and Markets. Measuring Brand Equity across Products and Markets, 38, 102–120. https://doi.org/http:/dx.doi.org/10.2307/41165845

Abdullah, K. H., & Sofyan, D. (2023). Machine Learning in Safety and Health Research: A Scientometric Analysis. International Journal of Information Science and Management, 21(1), 17–35. https://doi.org/10.22034/ijism.2022.1977763.0/https

Abratt, R., & Kleyn, N. (2012). Corporate identity, corporate branding and corporate reputations: Reconciliation and integration. European Journal of Marketing, 46(7), 1048–1063. https://doi.org/10.1108/03090561211230197

Aksoy, L., Banda, S., Harmeling, C., Keiningham, T. L., & Pansari, A. (2022). Marketing’s role in multi-stakeholder engagement. International Journal of Research in Marketing, 39(2), 445–461. https://doi.org/10.1016/j.ijresmar.2021.09.014

Amaeshi, K. M., & Crane, A. (2006). Stakeholder engagement: A mechanism for sustainable aviation. Corporate Social Responsibility and Environmental Management, 13(5), 245–260. https://doi.org/10.1002/csr.108

Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501–517. https://doi.org/10.1108/13620430410550754

Bailey, R. (2023, October 19). Public relations as relationship management. PR Academy. https://pracademy.co.uk/insights/public-relations-as-relationship-management/?utm_source=chatgpt.com

Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029

Carroll, C. E., & Mccombs, M. (2003). Agenda-setting Effects of Business News on the Public’s Images and Opinions about Major Corporations. Corporate Reputation Review, 6(1), 36. https://doi.org/http://dx.doi.org/10.1057/palgrave.crr.1540188

Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285–296. https://doi.org/10.1016/j.jbusres.2021.04.070

Fombrun, C. (1997). The Reputational Landscape. Corporate Reputation Review, 1, 1–16. https://doi.org/http://dx.doi.org/10.1057/palgrave.crr.1540008

Fombrun, C. J. (2005). A World of Reputation Research, Analysis and Thinking — Building Corporate Reputation Through CSR Initiatives: Evolving Standards. CorporateReputationReview, 1. https://doi.org/http://dx.doi.org/10.1057/palgrave.crr.1540235

Freeman, R. E., Wicks, A. C., & Parmar, B. (2004). Stakeholder theory and “The corporate objective revisited.” In Organization Science (Vol. 15, Issue 3). INFORMS Inst.for Operations Res.and the Management Sciences. https://doi.org/10.1287/orsc.1040.0066

Hafiar, H., Budiana, H. R., Abdullah, K. H., Sofyan, D., & Amin, K. (2024). Scoring big: a bibliometric analysis of the intersection between sports and public relations. In Cogent Social Sciences (Vol. 10, Issue 1). Cogent OA. https://doi.org/10.1080/23311886.2023.2297706

Halpern, N., & Graham, A. (2021). Airport Marketing (2nd ed.). Routledge. https://doi.org/https://doi.org/10.4324/9781003039563

Henderson, I. L., Tsui, K. W. H., Ngo, T., Gilbey, A., & Avis, M. (2024). The Nature of Airport Brand Associations. Tourism and Hospitality, 5(3), 592–624. https://doi.org/10.3390/tourhosp5030036

Herremans, I. M., Nazari, J. A., & Mahmoudian, F. (2016). Stakeholder Relationships, Engagement, and Sustainability Reporting. Journal of Business Ethics, 138(3), 417–435. https://doi.org/10.1007/s10551-015-2634-0

Jo Hatch, M., & Schultz, M. (2003). Bringing the corporation into corporate branding. European Journal of Marketing, 37(7–8), 1041–1064. https://doi.org/10.1108/03090560310477654

Kapferer, J.-N. (2017). The End of Luxury as We Knew It? In Advances in Luxury Brand Management (pp. 25–41). Springer International Publishing. https://doi.org/10.1007/978-3-319-51127-6_2

Kavaratzis, M., & Ashworth, G. J. (2005). City Branding: an Effecive Assertion of Identity or a Transitory Marketing Trick? Tijdschrift Voor Economische En Sociale Geografie-2005, 96(5), 506–514. https://doi.org/http://dx.doi.org/10.1057/palgrave.pb.5990056

Keller, K. L. (2013). Strategic Brand Management Building, Measuring, and Managing Brand Equity Global Edition.

Knox, S., & Bickerton, D. (2003). The six conventions of corporate branding. European Journal of Marketing, 37(7–8), 998–1016. https://doi.org/10.1108/03090560310477636

Marschlich, S., & Ingenhoff, D. (2021). Stakeholder engagement in a multicultural context: The contribution of (personal) relationship cultivation to social capital. Public Relations Review, 47(4). https://doi.org/10.1016/j.pubrev.2021.102091

Morehouse, J., & Saffer, A. J. (2023). Putting stakeholders’ engagement in the equation: Proposing the integrated network engagement model. Public Relations Review, 49(1), 102291. https://doi.org/10.1016/j.pubrev.2023.102291

Morhart, F. M., Herzog, W., & Tomczak, T. (2009). Brand-Specific Leadership:Turning Employees into Brand Champions. Journal of Marketing, 73, 122–142. https://doi.org/http://dx.doi.org/10.1509/jmkg.73.5.122

Mukherjee, D., Lim, W. M., Kumar, S., & Donthu, N. (2022). Guidelines for advancing theory and practice through bibliometric research. Journal of Business Research, 148, 101–115. https://doi.org/https://doi.org/10.1016/j.jbusres.2022.04.042

Octavianti, M., Suryana, A., Bajari, A., & Ismail, N. (2023). Stakeholders collaboration management of Rinjani Lombok UNESCO Global Geopark: social capital perspectives. PRofesi Humas Jurnal Ilmiah Ilmu Hubungan Masyarakat, 8(1), 23. https://doi.org/10.24198/prh.v8i1.48134

Orduña-Malea, E., & Costas, R. (2021). Link-based approach to study scientific software usage: the case of VOSviewer. Scientometrics, 126(9), 8153–8186. https://doi.org/10.1007/s11192-021-04082-y

Perbawasari, S., Dida, S., Nugraha, A., Adi, A., & Koswara, A. (2020). Analysis of Local Branding to Develop Place Branding of Purwakarta Regency. https://doi.org/10.4108/eai.9-10-2019.2291047

Perbawasari, S., Dida, S., Nugraha, A. R., Sjuchro, D. W., & Muda, I. (2019). Indung/Parent Management Communication Model To Establishment Of Tourism Identity Based On Sundanese Cultural Values. GeoJournal of Tourism and Geosites, 27(4), 1201–1211. https://doi.org/10.30892/gtg.2

Rahmawati, A., Febriyanti, S. N., Firda, B., Fitria, M., Hanan, H., Satrio, G., & Pambudi, A. A. (2024). Green and glam : Celebritisation of environmental activism on instagram. Bricolage; Jurnal Magister Ilmu Komunikasi, 10(2), 171–182. https://doi.org/http://dx.doi.org/10.30813/bricolage.v10i2.5331

Ruiz-Rosero, J., Ramirez-Gonzalez, G., & Viveros-Delgado, J. (2019). Software survey: ScientoPy, a scientometric tool for topics trend analysis in scientific publications. Scientometrics, 121(2), 1165–1188. https://doi.org/10.1007/s11192-019-03213-w

Schnietz, K. E., & Epstein, M. J. (2005). Exploring the Financial Value of a Reputation for Corporate Social Responsibility During a Crisis. Corporate Reputation Review, 7(4). https://doi.org/http://dx.doi.org/10.1057/palgrave.crr.1540230

Septyana, V., & Saragih, R. P. (2024). The branding narrative of “Indonesia Spice Up The World” through the participation of the Indonesian Diaspora in South Korea as brand ambassadors. Bricolage; Jurnal Magister Ilmu Komunikasi, 10(1), p-ISSN. https://doi.org/http://dx.doi.org/10.30813/bricolage.v10i1.4863

Sofyan, D., Abdullah, K. H., Akinci, A. Y., Osiobe, E. U., & Priyatna, C. C. (2022). Map-based communication: a pivotal function of knowledge information in sports. Jurnal Kajian Komunikasi, 10(2), 133. https://doi.org/10.24198/jkk.v10i2.42170

Subekti, P., Damayanti, T., Zubair, F., Perbawasari, S., Anisa, R., & Prastowo, F. A. A. (2023). Pembuatan Strategi Destinasi Branding untuk Optimalisasi Potensi Lokal di Kecamatan Jatigede, Sumedang. Inovasi Jurnal Pengabdian Masyarakat, 1(3), 273–282. https://doi.org/10.54082/ijpm.201

Vollero, A., Dalli, D., & Siano, A. (2016). Brand negotiation and brand management. An actor-network theory perspective. MERCATI & COMPETITIVITÀ, 4, 23–41. https://doi.org/10.3280/mc2016-004003

Wulandari, A. (2018). Mengelola Hubungan Pemangku Kepentingan Dan Harapan Pemangku Kepentingan. ETTISAL Journal of Communication, 3(2). https://doi.org/http://dx.doi.org/10.21111/ettisal.v3l1.1976

Yuristiadhi, G., Dewi, S., & Sari, L. (2017). Strategi Branding Pariwisata Indonesia Untuk Pemasaran Mancanegara. ETTISAL Journal of Communication, 2(2). https://doi.org/10.21111/ettisal.v212.1265

Zupic, I., & Čater, T. (2015). Bibliometric Methods in Management and Organization. Organizational Research Methods, 18(3), 429–472. https://doi.org/10.1177/1094428114562629