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

Muhammad Anees-ur-Rehman, Ho Yin Wong, Mokter Hossain

Research output: Contribution to journalReview ArticleScientificpeer-review

19 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)612-630
Number of pages19
JournalJournal of Brand Management
Volume23
Issue number6
DOIs
Publication statusPublished - 6 Sep 2016
MoE publication typeA2 Review article in a scientific journal

Keywords

  • Brand management
  • Brand orientation
  • Brand oriented
  • Systematic literature review

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