Brand Extensions: A Methodological Perspective
Lahore School of Economics, Pakistan
Abstract: This study is a comprehensive and integrative literature review in the field of “brand extensions”, bordering the methodological, publication and citation analysis. The included literature consists of number the empirical quantitative articles spread on 24 years, i.e. from 1990 to 2014. The result shows that the most popular region is North America publication wise, with experiments as the highest used research design, non-probability sampling methods and ANOVA as highly used statistical technique. The consumer goods hypothetical brand extension studies performed reliability techniques, but not validate the constructs or content very frequently. The number of authors changing from single to two authors, increasing inter-regional and intra-regional collaboration ties.
Keywords: brand extension, content analysis, methodological trends, publication trend