Markenerweiterung

The aim of this paper was to present, summarize and analyze the main aspects of the research. For this purpose, a meta-analysis of the existing literature was conducted. The focus of the research and the factors identified in the studies that influence the success of brand extensions were recorded. Thus, a thematic development from the first scientific studies on brand extensions in the early 1990s to today's research could be presented. From the construct fit between brand and extension, to the positioning of an extension in the marketing mix, to the influences of competition in the open market and consumer loyalty. In addition, the registered influencing factors could be reviewed and gaps could be revealed. This study succeeds in making clear various research deficits. For example, the influencing factors on de.