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

journal contribution
posted on 2016-11-01, 00:00 authored by M Anees-ur-Rehman, Ho Yin WongHo Yin Wong, M Hossain
This study reviews the progress of brand orientation literature in
twenty 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.

History

Journal

Journal of brand management

Volume

23

Issue

6

Pagination

612 - 630

Publisher

Springer

Location

Amsterdam, The Netherlands

ISSN

1350-231X

eISSN

1479-1803

Language

eng

Publication classification

C Journal article; C1 Refereed article in a scholarly journal

Copyright notice

2016, Macmillan Publishers Ltd.