Brand Extension Strategy : Literature Review and Conceptual Model Development.

The aim of this research article is to review the extant literature on brand extension strategy and raise a set of research issues leading to formulation of hypotheses for model building and future empirical testing. This literature review is assessed and classified on the basis of the problem context and provides a comprehensive review of thirty nine research papers published in the business management related journals. The methodological review will provide a better understanding of the current state of research in this discipline. Past researchers have focused more exclusively on brand extension of consumer goods (Broniarczyk and Alba, 1994) and considering the importance of brand extension strategy, it can be presumed that there is a requirement for extended research in the service sector and more importantly in the financial services sector considering its importance to the Indian economy. [ABSTRACT FROM AUTHOR]