—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.
—Brand, literature review, content analysis.
The authors are with the Business Administration Department of Hacettepe University, Ankara, Turkey (e-mail: email@example.com, firstname.lastname@example.org, email@example.com, firstname.lastname@example.org).
Cite: Bahtışen Kavak, Şerife Kazancı, Elif Tuğba Şahin, and Niray Tunçel, "A Literature Review on “Brand” in between 2010-2015," International Journal of Trade, Economics and Finance vol.6, no.6, pp. 303-307, 2015.