You are not logged in.

The progression of brand orientation literature in twenty years: a systematic literature review

Anees-ur-Rehman, Muhammad, Wong, Ho Yin and Hossain, Mokter 2016, The progression of brand orientation literature in twenty years: a systematic literature review, Journal of brand management, vol. 23, no. 6, pp. 612-630, doi: 10.1057/s41262-016-0008-2.

Attached Files
Name Description MIMEType Size Downloads

Title The progression of brand orientation literature in twenty years: a systematic literature review
Author(s) Anees-ur-Rehman, Muhammad
Wong, Ho Yin
Hossain, Mokter
Journal name Journal of brand management
Volume number 23
Issue number 6
Start page 612
End page 630
Total pages 19
Publisher Springer
Place of publication Amsterdam, The Netherlands
Publication date 2016-11
ISSN 1350-231X
1479-1803
Keyword(s) brand orientation
brand oriented
systematic literature review
brand management
Summary This study reviews the progress of brand orientation literature intwenty years. A systematic literature review approach has been applied in this study. Four major publication databases have been used to extract pertinent articles for the review purpose. Four major areas in the literature have been examined: publication activity, integration of brand orientation, research design, and contribution of empirical findings. Based on the synthesis of the current literature, ten future research recommendations are suggested for the advancement of literature on brand orientation. Thus, this study deepens our understanding of the current literature and recommends future research avenues on brand orientation.
Language eng
DOI 10.1057/s41262-016-0008-2
Field of Research 1505 Marketing
1503 Business And Management
Socio Economic Objective 0 Not Applicable
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2016, Macmillan Publishers Ltd.
Persistent URL http://hdl.handle.net/10536/DRO/DU:30091498

Document type: Journal Article
Collection: Department of Marketing
Connect to link resolver
 
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Versions
Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 2 times in TR Web of Science
Scopus Citation Count Cited 4 times in Scopus
Google Scholar Search Google Scholar
Access Statistics: 41 Abstract Views, 1 File Downloads  -  Detailed Statistics
Created: Fri, 24 Feb 2017, 13:22:31 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.