Economics at your fingertips  

Brand personality: A meta-analytic review of antecedents and consequences

Martin Eisend () and Nicola Stokburger-Sauer ()

Marketing Letters, 2013, vol. 24, issue 3, 205-216

Abstract: This article presents a meta-analysis on brand personality (BP) by investigating the antecedents and consequences of the BP dimensions of sincerity, excitement, competence, sophistication, and ruggedness, as suggested by Aaker (Journal of Marketing Research 34:347–356, 1997 ). The authors synthesize the results from 76 independent samples in 56 studies. The meta-analysis finds several new empirical generalizations about BP. First, the key drivers of BP are communication with hedonic benefit claims, branding activities, a brand’s country-of-origin, and consumer personalities. Second, the study finds that the effects of BP are stronger for mature brands than for brands in the early life cycle stages. Third, sincerity and competence have the strongest influence on brand success variables (e.g., brand attitude, image, commitment, purchase intention), while excitement and ruggedness have the weakest influence on brand attitude and brand commitment. Copyright Springer Science+Business Media New York 2013

Keywords: Brand personality; Brand personality dimensions; Brand relationship strength; Brand loyalty; Meta-analysis (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (31) Track citations by RSS feed

Downloads: (external link) (text/html)
Access to full text is restricted to subscribers.

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:

Ordering information: This journal article can be ordered from
http://www.springer. ... etailsPage=societies

DOI: 10.1007/s11002-013-9232-7

Access Statistics for this article

Marketing Letters is currently edited by Joel Steckel and Peter Golder

More articles in Marketing Letters from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().

Page updated 2023-11-13
Handle: RePEc:kap:mktlet:v:24:y:2013:i:3:p:205-216