What is next for brand personality? A systematic review and research agenda proposition

Informações

Código: MKT1255
Divisão: MKT - Marketing
Tema de Interesse: Tema 12 - Gestão de Produtos, Marcas, Comunicação e Preços

Autores

DANIEL IZAIAS DE CARVALHO (Prog de Pós-Grad em Admin – PPGA/UnB - Universidade de Brasília) dicboss@yahoo.com
Gisela Demo (Prog de Pós-Grad em Admin – PPGA/UnB - Universidade de Brasília) giselademo@unb.br
Fernanda Scussel (Prog de Pós-Grad em Admin – PPGA/UFSC - Universidade Federal de Santa Catarina) fbcardoso@gmail.com

Resumo

This article reports a systematic review performed to understand the scientific production on brand personality, a marketing construct whose relevance lies on its potential to create positive associations on customers’ minds, guiding their preference in a context of high and global competition. We have analyzed 289 peer reviewed journal articles published between 2015 and 2019, a productive period that reveals a mature body of knowledge with growth perspective. Studies in brand personality are comprised in three major clusters: brand personality in tourism and hospitality industry, consumer-related outcomes and brand-related outcomes, confirming the adherence of brand personality concepts to customer preference and persuasion strategies. As the main trends, we foresee the study of brand personality in service context, public sector and digital world, especially regarding social media and its effects on brand personality perception. Additionally, we point out the need of theoretical essays to enhance conceptual understanding of the construct, its antecedents and consequences. We also expect the adoption of multi-method studies, combining qualitative and quantitative techniques, including methodological triangulation, in order to achieve a deeper comprehension of brand personality related phenomena

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