Scientometric Analysis of Brand Personality

Abstract

The main focus of brand personality is the emotional bond that the consumer establishes with the product or service on offer and the strategies that are developed to strengthen such bond. This concept has received increasing attention and both its study and its applications have escaped the field where it initially originated: marketing. Despite the above, no studies have been carried out that analyze the scientific production trends associated with it. This prevents us from knowing what state of scientific development the concept is in and how you project its lines of development, both at the research and applied levels. The aim of this paper is a presentation of the literature on the subject of brand personality using a scientometric analysis based on the Web of Science database. The main results reveal that 531 papers were identified in the period between 1975 and 2019, with an exponential growth in terms of production and a constant growth in terms of number of quotations, with Aaker being the most cited author and Davies the most productive. An analysis was also carried out on the co-authorship clusters for scientific production, the institutions of affiliation, and the countries where the authors come from, as well as the main journals where this scientific production is disseminated. The conclusion is that brand personality has taken off in the past few decades in different areas of knowledge allowing to go beyond the marketing perspective in order to encompass the production of knowledge in different disciplines such as business, psychology, services, communication, education, and social sciences in general.

Investigación en bioética: Análisis cienciométríco

“…Además, se realizó un análisis del mapa bibliométrico con el concepto de bioética, lo que permitió el diseño de un mapa detallado por conceptos clave basados en datos de frecuencia y sus respectivos clústeres. Los resultados fueron estudiados mediante el análisis de redes sociales con base en la teoría de grafos (Yáñez-Jara, Vega-Muñoz y Araya-Castillo, 2019; Vega-Muñoz y Arjona-Fuentes, 2020; Jiménez-Bucarey et al, 2023), y minería de texto (Kumari et al, 2019;Jiménez-Bucarey, Araya-Castillo y Rojas-Vallejos, 2020;Vicencio-Ríos et al, 2023), utilizando el software VOSviewer versión 1.6.15.…”

Bioética en la empresa: análisis cienciométrico

“…En este artículo se hace uso de la metodología de la cienciometría que permite analizar tópicos emergentes (Glänzel, 2012), con base en el análisis cienciométrico (Meneghini y Packer, 2010), focalizándose en la actividad científica o producción de los investigadores, el impacto en función de la citación de las publicaciones y en el potencial entramado de las relaciones entre los artículos producidos (Yáñez-Jara et al, 2019;Jiménez-Bucarey et al, 2020;Araya-Castillo et al, 2021a;Morales-Parragué et al, 2022;Vicencio-Ríos et al, 2023).…”

Brand Equity And Brand Personality: A Literature Review And Future Research Directions

“…Brand personality, a cornerstone in marketing, is seen as human-like characteristics associated with a brand (Aaker, 1997;Keller, 2003). Concurrently, its scope goes beyond the firm's consumer relations, encompassing marketing effects on other corporate sectors like profitability and staff values and behaviors (Vicencio-Ríos et al, 2022). The significance of brand personality lies in its ability to holistically represent a brand and sort its aspects into marketable symbolic advantages (Saad & Idris, 2017).…”