A Literature Review on “Brand” in between 2010-2015

Abstract

The purpose of this study is to review the brand literature between 2010-2015 including three journals which have the name of 'brand' in their title. Within this purpose, three international academic journals were scanned. Through a comprehensive content analysis the literature divided into the main subjects as: 1. Brand Concepts, 2. Brand Management, 3. Brand Equity, 4. Brand Attitude. Besides, it is found out that widely studied subjects are brand strategy and branding. Most of the papers used quantitative methods and collected data from consumers via convenience sampling. The most important limitation is that this study concerns only three journals. It is believed that his pioneering study can motivate academicians to lead the topic of brand.

Literature Review on Branding Higher Education in Ethiopia

“…This shows mixed research is in an infant stage in higher education branding. This is different from the result found by (Bahtışen , Kavak, 2015) involved review of 409 journal articles where quantitative, qualitative and mixed design hold 62%, 27% and 34% respectively With respect to type of study, the table presents that both the empirical and conceptual models are equivalent. This is in contrast to the finding of Bahtışen ,Kavak, (2015), which shows empirical and conceptual researches constitute 84% and 16% of the overall study respectively .…”

“…Brand is a firm asset that contributes identity and character, guides consumers for product choices and forms the relations among consumers (Kavak ,Bahtışen ,2015). Along with the movement of goods and general services, the movement of educational services and products has improved significantly in the last decade (Bloom, 2005).…”