TY - JOUR
T1 - Brand personality
T2 - current insights and future research directions
AU - Calderón-Fajardo, Víctor
AU - Molinillo, Sebastian
AU - Anaya-Sánchez, Rafael
AU - Ekinci, Yuksel
PY - 2023/11/1
Y1 - 2023/11/1
N2 - The aim of this study is to improve the understanding of the scientific contributions made by brand personality (BP) research, to identify its predominant themes and to propose a relevant research agenda. An analysis was undertaken of the 1051 brand personality-related articles published over the period 1987–2022 that are indexed in the Scopus scientific database. A bibliometric approach was adopted to systematically analyse the publications, and a performance analysis and science mapping were undertaken. The results showed that the motor themes of BP research related to its conceptualisation, dimensions and measurement, its impact on consumer-brand relationships and application in tourism destination-focused studies. Emerging BP-focused themes are its applications in virtual reality, artificial intelligence, service robots, storytelling and tourism segments, such as luxury. This study contributes by providing a better understanding of the state-of-the-art research on BP, and by identifying future research directions.
AB - The aim of this study is to improve the understanding of the scientific contributions made by brand personality (BP) research, to identify its predominant themes and to propose a relevant research agenda. An analysis was undertaken of the 1051 brand personality-related articles published over the period 1987–2022 that are indexed in the Scopus scientific database. A bibliometric approach was adopted to systematically analyse the publications, and a performance analysis and science mapping were undertaken. The results showed that the motor themes of BP research related to its conceptualisation, dimensions and measurement, its impact on consumer-brand relationships and application in tourism destination-focused studies. Emerging BP-focused themes are its applications in virtual reality, artificial intelligence, service robots, storytelling and tourism segments, such as luxury. This study contributes by providing a better understanding of the state-of-the-art research on BP, and by identifying future research directions.
KW - bibliometric analysis
KW - brand personality
KW - co-word analysis
KW - literature review
KW - science mapping
KW - text mining
UR - http://www.scopus.com/inward/record.url?scp=85162178088&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2023.114062
DO - 10.1016/j.jbusres.2023.114062
M3 - Article
AN - SCOPUS:85162178088
SN - 0148-2963
VL - 166
JO - Journal of Business Research
JF - Journal of Business Research
M1 - 114062
ER -