Discovering Emerging Research Topics for Brand Personality: A Bibliometric Analysis

Lara‐Rodríguez, Juan Sebastián; Rojas-Contreras, Camilo; Oliva, Edison Jair Duque

doi:10.1016/j.ausmj.2019.06.002

Cited by 24 publications

(14 citation statements)

References 105 publications

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“…It comprises five dimensions, namely, sincerity, excitement, competence, sophistication and ruggedness. Although this scale, as noted above, is the most widespread means to measure brand personality (Kumar, 2018), certain authors suggest that its characteristics and dimensions vary from sector to sector (Davies et al, 2018;Ferrandi et al, 2000;Geuens et al, 2009;G omez, 2010;Lara-Rodríguez et al, 2019;Supphellen and Grønhaug, 2003). Of these, sincerity, competence, excitement and sophistication are the dimensions most widely identified when brand personality is applied in different sectors (Davies et al, 2018).…”

Section: Brand Personality Of Cultural Tourism Resourcesmentioning

confidence: 99%

Brand personality in cultural tourism through social media

Peco-Torres

Peña

Frías‐Jamilena

2020

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Purpose This study aims to analyze the effect of the use of social media on the perception of brand personality and to identify its effect on customer brand engagement. Design/methodology/approach The study adopted an exploratory approach, adapting Aaker's brand personality scale (1997) to the context of cultural tourism before carrying out a quantitative study resorting to a structural equation modeling to obtain empirical evidence to identify these relationships. Findings The findings reveal that the use of social media has a positive effect on the perception of brand personality and that brand personality, likewise, has a positive effect on customer brand engagement. Research limitations/implications This study indicates that transmission of an attractive brand personality according to the desires of the public, combined with dissemination through social media, is a valid strategy to improve customer brand engagement. Originality/value This study represents an advance in the specialized literature on the value that consumers place on information transmitted through social media. Specifically, it sheds light on how the transmission of brand personality through social media affects customer brand engagement.

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Section: Brand Personality Of Cultural Tourism Resourcesmentioning

confidence: 99%

Brand personality in cultural tourism through social media

Peco-Torres

Peña

Frías‐Jamilena

2020

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“…For instance, extant research has shown that perceptions of a digital BP increase social media brand engagement (Bernritter et al., 2016), electronic word‐of‐mouth (Torres & Augusto, 2019), and even purchase intentions (Jin & Sung, 2010; Lee & Cho, 2017). Thus, creating and managing a digital BP across digital touchpoints should be a main priority for brand managers (Lara‐Rodríguez et al., 2019). However, digital platforms have morphed and grown in recent years, and yet little is known about the construct of digital BP.…”

Section: Introductionmentioning

confidence: 99%

Consumers’ brand personality perceptions in a digital world: A systematic literature review and research agenda

Ghorbani

Karampela²,

Tonner

2022

Int J Consumer Studies

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In a digital world, it is becoming increasingly important for marketing researchers and practitioners to understand how consumers attribute humanlike characteristics and personality traits to brands, as the brand's personality has a significant influence on consumers’ behavior and their brand relationships. However, despite a growth in research interest over the past two decades, the literature on consumers’ digital brand personality perceptions remains fragmented and dispersed across digital contexts. Thus, now is an opportune time to take stock of the field and build a knowledge foundation for future research to establish the domain of digital brand personality. To this end, this systematic literature review, based on the TCCM framework, identifies dominant theories, contexts, characteristics, and methodologies used to study consumers’ digital brand personality perceptions by systematically reviewing 107 peer‐reviewed journal articles published between 2005 and 2021. Using an in‐depth content analysis of the articles, this review integrates research findings from different digital contexts and provides a new conceptual framework of digital brand personality. The review concludes with a comprehensive research agenda that highlights the need to broaden the theoretical groundings of the field (theory); identifies numerous digital touchpoints and new technologies that remain underexplored (context); reveals inconsistencies and knowledge gaps regarding dimensions, antecedents, and consequences of digital brand personality (characteristics); and suggests diverse, digital‐based research approaches (methodology) to further advance the study of consumers’ digital brand personality perceptions.

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“…Similarly, sophistication and ruggedness did not form a strong relationship with the Big Five personality traits (Azoulay and Kapferer, 2003;Geuens et al, 2009). Aaker herself had to report that her model represented the US population only and that different results are expected if used under different circumstances (Aaker, 1997;Lara-Rodríguez et al, 2019;Rup et al, 2021). Wang and Yang (2008) found three major streams of research which had used Aaker's model.…”

Section: Jiabr 124mentioning

confidence: 99%

Islamic banks’ brand personality and customer satisfaction: an empirical investigation through SEM

Jan

Shafiq

2021

JIABR

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Purpose Brand personality plays an important role in affecting customer satisfaction. The Muslim population is estimated to reach 30% of the world’s population, and it is considered as the fastest-growing religion in the world. To tap into this market, it is important to explore various aspects of business, in general, and marketing, in particular, from the perspective of Muslim consumers. The present research also attempts to do the same by proposing a conceptual model related to the brand personality of Islamic Banks, named, Islamic Banks’ Brand Personality (IBBP) and its impact on customer satisfaction. Design/methodology/approach This paper analyses the causal relationship that exists between the variables related to Islamic brand personality and customer satisfaction. For this purpose, data was collected quantitatively from 337 customers of different Islamic banks, through a self-administered questionnaire. The data analysis was conducted using SPSS and AMOS software. Factor analysis was performed to extract and decide on the number of factors underlying the measured variables of interest. Structural equation modelling was then used to examine the variables and the fitness of the proposed model. Findings The result revealed that five out of the total six hypotheses were supported. In this case, trustworthiness and Shariah compliance resulted in the strongest impact on customer satisfaction followed by sincerity and justice. Practical implications The positive significant impact of trustworthiness and Shariah compliance on customer satisfaction attests to the importance of these variables in the development of a strong brand personality in the context of Islamic banks. Policymakers of the financial industry in general and the Islamic financial service industry, in particular, may benefit from the findings of this study. Originality/value There is a dearth of research conducted on investigating the impact of brand personality-related variables on the Islamic banking sector. The present research did not only develop variables of IBBP but also empirically tested their effect on customer satisfaction. This paper, therefore, offers invaluable insight into IBBP with its impact on customer satisfaction.

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Discovering Emerging Research Topics for Brand Personality: A Bibliometric Analysis

Cited by 24 publications

References 105 publications

Brand personality in cultural tourism through social media

Brand personality in cultural tourism through social media

Consumers’ brand personality perceptions in a digital world: A systematic literature review and research agenda

Islamic banks’ brand personality and customer satisfaction: an empirical investigation through SEM

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