A framework of frameworks: theoretical, conceptual, contextual, methodological and impact frameworks

Purpose Confusion and conflation about the components of research continue to hinder how scholars position, design, and communicate their research. In response, this article aims to clarify the components of research and how they can be effectively illustrated and written through the lens of frameworks. Design/methodology/approach This article adopts a conceptual approach to achieve its purpose by integrating allied literature and drawing on established theory-building heuristics to articulate a five-part research framework, with each part accompanied by a set of criteria (what it is, what it is not, what to do, and what to evaluate). Findings This article introduces the notion of research framework as a framework of frameworks comprising theoretical, conceptual, contextual, methodological, and impact frameworks. The article clarifies the distinct role of each component, sets out criteria for what each framework is and is not and what it should do and be evaluated on, and shows how alignment across the five parts connects explanation, scope, design, and stakeholder-relevant outcomes into a coherent whole. An exemplar on brand switching and brand loyalty in consumer goods traded across markets illustrates how this integrated framework can organize research questions, justify design choices, and foreground scholarly, managerial, and societal implications. Originality/value The notion of research framework introduced herein this article is an original conceptualization that should help both emerging and established researchers better position their research. More specifically, the article advances a framework of frameworks that differentiates and links theoretical, conceptual, contextual, methodological, and impact frameworks and, in doing so, addresses common confusion and conflation among them. The resulting criteria and visual tools enable authors, reviewers, and trainers to design, evaluate, and teach research in a more coherent and consistent way across business and trade domains.