RT Journal Article
T1 Brand personality: Current insights and future research directions
A1 Calderón Fajardo, Víctor
A1 Molinillo-Jiménez, Sebastián
A1 Anaya-Sánchez, Rafael
A1 Ekinci, Yuksel
K1 Bibliometría
K1 Relaciones con el cliente -- estudios
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
PB Elsevier
YR 2023
FD 2023
LK https://hdl.handle.net/10630/27103
UL https://hdl.handle.net/10630/27103
LA eng
NO Calderón-Fajardo, V., Molinillo, S., Anaya-Sánchez, R., & Ekinci, Y. (2023). Brand personality: Current insights and future research directions. Journal of Business Research, 166. https://doi.org/10.1016/j.jbusres.2023.114062
NO This study was supported by the European Regional Development Fund Operational Programme of Andalusia 2014-2020,through the Andalusian Research, Development and Innovation Plan (Plan Andaluz de Investigaci´on, Desarrollo e Innovación) PAIDI 2020 (Grant: P20_00457), and by the Spanish Ministry of Education, Culture and Sport (Ministerio de Educación, Cultura y Deporte del Gobierno de España) (Grant: FPU20/00235).Funding for open access charge: Universidad de Málaga / CBUA
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 21 ene 2026