Brand Personality: Production Routes and National Research Agenda

• Main Author: Scussel, Fernanda Bueno Cardoso
• Publication Date: 2016
• Other Authors: Demo, Gisela
• Format: Article
• Language: por
• Source: REMark - Revista Brasileira de Marketing
• Download full: https://periodicos.uninove.br/remark/article/view/12135
• topic: Brand Personality; Bibliometric Review; National Production; Research Institutionalization; Research Agenda.; Personalidade de Marca; Revisão Bibliométrica; Produção Nacional; Institucionalização da Pesquisa; Agenda de Pesquisa.

This paper proposes a conceptual framework about brand personality, drawing a scenario of studies on the construct through a review that covers synthesis of the state of the art and a bibliometric study, produced in brazilian journals in business administration and psychology, from 2001 to 2015, in order to highlight the production in the new millennium. It is a qualitative research through systematic and bibliometric review, in which 64 national journals were analyzed, resulting in eight articles on brand personality, categorized according to demographic, institutional and methodological criteria. As a main conclusion, there is the incipient in nationwide surveys, the need for theoretical and empirical development of the construct, measure validation and relational studies. The aim is thus to contribute to the theoretical development in studies of brands and present reflections and guidelines, building a useful starting point for conducting further investigations.