Abstract:

Using the bibliometric analysis， social network analysis and key words co-occurrence methods, 959 papers from 1995 to 2015 published in China National Knowledge Internet (CNKI) are analyzed about brand extension, and the basic situation of domestic brand extension, hotspots and frontier are explored by quantitative research， based on the research of the high-frequency group, highly cited papers, keyword co-occurrence, the time evolution of keywords. The study shows that the issued amount of domestic brand extension research had an overall upward trend, and then got down in recent years. The main areas of brand extension research focus on the basic theory of brand extension, brand extension, brand extension assessment. At present, the hotspots and main areas of domestic brand extension focus on the old brand activation, brand extension fit and consumer brand extension evaluation.

Key words: brand extension; literature metrology; SNA