Perspective Chapter: A Systematic Review and Research Agenda on Standardization versus Adaptation of Brand Elements in International Markets

Abstract

This paper aims to systematically review and critically examine marketing research on the standardization/adaptation of brand elements and explain its importance, given its increasing influence internationally. 46 journal articles indexed in Scopus and Web of Science databases examine with focus on research theme with broad scope approach, one of the types of literature review. The findings show that there is a live stream about the standardization/adaptation of brand elements in the marketing discipline, and contextual, methodological, and thematic diversity. Moreover, the findings of the review also highlight various literature trends and gaps. Results of the current review offer deep insights and create an ambitious research agenda that raises exciting new research questions for researchers. Besides results help to encourage the development of future theories on international branding.