Vol. 7, Issue 2, Part L (2025)

This paper presents an integrative review of brand extension strategies across emerging and developed economies, synthesising evidence on consumer responses, institutional influences, and strategic determinants to explain why similar extension strategies produce divergent outcomes across country contexts. A structured integrative review was conducted using peer-reviewed studies published between 2020 and 2025 from marketing, branding, and international business journals. The review identifies substantial cross-country variation in perceived fit, credibility, brand equity effects, and institutional dynamics shaping extension outcomes. Consumers in emerging markets exhibit distinct cultural orientations, risk perceptions, and value assessments compared with developed markets. Market maturity, digital engagement, and regulatory factors further moderate brand extension performance. The findings offer guidance to managers on adapting brand stretching strategies to country-specific cultural and institutional profiles, emphasising credibility, consumer engagement, and cultural congruence. This study provides a consolidated comparative perspective on brand extension across different economic contexts, clarifying theoretical disparities, revealing underexplored moderators, and proposing a research agenda for future work.