Abstract

CARVALHO, Daniel; DEMO, Gisela  and  SCUSSEL, Fernanda. The future of brand personality: systematic review and research agenda. Rev. Psicol., Organ. Trab. [online]. 2021, vol.21, n.3, pp. 1585-1593. ISSN 1984-6657.  http://dx.doi.org/10.5935/rpot/2021.3.20962.

The main purpose of this paper was to report a literature review that synthesized and organized the current knowledge on brand personality, with the goal of drawing a research agenda on the construct, setting directions for future investigations. We combined a systematic review with bibliometric analysis to evaluate 351 articles about brand personality published between 2015 and 2019. The current research on brand personality has a background in psychology studies, using the appropriation of personality construct to understand the functioning of consumers' minds. The current literature encompasses six research tracks, namely: 1) brand-related outcomes, 2) consumer-related outcomes, 3) scale development, 4) experiments and metrics, 5) tourism, and 6) conceptualizations. As a research agenda, we propose the development of theorizations on brand personality and investigations about its antecedents, the context of investigation, the stability of the construct and the brand personality in the context of social media.

Keywords : brand personality; systematic review; bibliometric analysis.

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