Brand personality: current insights and future research directions

Víctor Calderón-Fajardo, Sebastian Molinillo, Rafael Anaya-Sánchez, Yuksel Ekinci

Research output: Contribution to journalArticlepeer-review

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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.

Original languageEnglish
Article number114062
Number of pages14
JournalJournal of Business Research
Early online date17 Jun 2023
Publication statusPublished - 1 Nov 2023


  • bibliometric analysis
  • brand personality
  • co-word analysis
  • literature review
  • science mapping
  • text mining

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