20 Years of brand personality: a bibliometric review and research agenda

Viktoria Maria Radler ()
Additional contact information
Viktoria Maria Radler: University of Agder

Journal of Brand Management, 2018, vol. 25, issue 4, No 7, 370-383

Abstract: Abstract This article aims to deconstruct 20 years of research on brand personality by systematically reviewing the extant literature and identifying relevant research gaps. The current status of brand personality research is analyzed by applying bibliometric co-citation meta-analysis. This interdisciplinary review includes 220 articles in 62 journals from the ISI Web of Science. A total of 8108 citations were used to discuss key contributions, underlying research streams, journal outlets and to point out future directions of the field. Based on the citation map, five research clusters within brand personality literature were identified: Measurement of Brand Personality; Direct and Indirect Effects of Brand Personality; Dynamics of Brand Personality Dimensions; Brand Personality in Brand Extensions; and Application of Brand Personality to Related Areas. Furthermore, a set of research questions is proposed to be considered for future research. Thus, the study provides a relevant interdisciplinary platform on brand personality research for academics and practitioners and stimulates the development of further knowledge on this topic.

Keywords: Brand personality; Literature review; Bibliometric analysis; Co-citation meta-analysis; Consumer–brand relationship; Brand personalities (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (18)

Downloads: (external link)
http://link.springer.com/10.1057/s41262-017-0083-z Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:25:y:2018:i:4:d:10.1057_s41262-017-0083-z

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-017-0083-z

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().