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Scientometric Analysis of Brand Personality

Author

Listed:
  • Gustavo Vicencio-Ríos

    (Diego Portales University, Santiago 8370179, Chile)

  • Andrés Rubio

    (Faculty of Economics and Business, Andres Bello University, Santiago 7520404, Chile
    Faculty of Psychology, Diego Portales University, Santiago 8370076, Chile)

  • Luis Araya-Castillo

    (Facultad de Ingeniería y Empresa, Universidad Católica Silva Henríquez, Santiago 8330225, Chile)

  • Hugo Moraga-Flores

    (Faculty of Economic and Administrative Sciences, University of Concepción, Concepción 4070420, Chile)

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.

Suggested Citation

  • Gustavo Vicencio-Ríos & Andrés Rubio & Luis Araya-Castillo & Hugo Moraga-Flores, 2022. "Scientometric Analysis of Brand Personality," Sustainability, MDPI, vol. 15(1), pages 1-19, December.
    • Handle: RePEc:gam:jsusta:v:15:y:2022:i:1:p:731-:d:1021330
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    References listed on IDEAS

    as
    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Diogo Hildebrand & Yoshiko Demotta & Sankar Sen & Ana Valenzuela, 2017. "Consumer Responses to Corporate Social Responsibility (CSR) Contribution Type," Grenoble Ecole de Management (Post-Print) hal-01576949, HAL.
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    4. Luis Araya-Castillo & Manuel Antonio Escobar-Farfan, 2015. "Personalidad de marca de las escuelas de negocios en Chile: Propuesta de modelo," Revista Ad-Minister, Universidad EAFIT, issue 27, pages 53-73, October.
    5. Jianrong Hou & Xiaofeng Zhao & Jiahao Zheng, 2019. "The impact of consistency between the emotional feature of advertising music and brand personality on brand experience," Journal of Management Analytics, Taylor & Francis Journals, vol. 6(3), pages 250-268, July.
    6. Diogo Hildebrand & Yoshiko DeMotta & Sankar Sen & Ana Valenzuela & Laura PeracchioEditor & Gita JoharEditor & Jaideep SenguptaAssociate Editor, 2017. "Consumer Responses to Corporate Social Responsibility (CSR) Contribution Type," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 738-758.
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