What brand left the brand’s personality?





marca, personalidade, indicadores, bibliometria, consumidor


This article analyzes the contribution of publications on brand personality to the consumer behavior field. The bibliometric survey considers 28 years of research. Data collection included 734 articles from the Scopus database. The review of publications resulted in bibliometric indicators. Data analysis evaluated the content of the main researches and their respective contributions to the theme. The results identify specific lines of research, such as brand equity, human personality, and self-extension. These stood out in relevance and development within the area. Symbolism and anthropomorphism indicate a path toward the humanization of brands and can be decisive in customer prospecting strategies. The apparent change in the status of the theme becomes relevant for understanding consumer behavior. Despite studies in the area, the application of Brand Personality is still complicated for managers. The emergence of communication and personalization in the digital environment brings opportunities for use for differentiation.


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Biografia do Autor

Valéria da Veiga Dias, SENAC/UFN

Doutora em Agronegócio - UFRGS. Mestre em Administração - UFSM. Docente Pós graduação, extensão e EAD - UFN. Docente e Palestrante - SENAC. Consultora Acadêmica- Daveigaval. Líder Grupo de Pesquisa - GEN/CNPQ

Marcelo Schuster, Universidade Federal do Rio Grande do Sul, Porto Alegre, Rio Grande do Sul, Brasil

Professor Adjunto - Departamento Interdisciplinar UFRGS - CLN. Doutor em Administração UFSM. Mestre em Gestão de Organizações Públicas UFSM. MBA Gestão de Recursos Humanos FACINTER Internacional. Pesquisador nas área de Marketing, Comportamento do Consumidor, Empreendedorismo, Metodologias e Análises Quantitativas.


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Como Citar

DA VEIGA DIAS, V.; SCHUSTER, M. What brand left the brand’s personality?. Revista Ciências Administrativas, [S. l.], v. 30, p. 1–12, 2024. DOI: 10.5020/2318-0722.2024.30.e13850. Disponível em: https://ojs.unifor.br/rca/article/view/13850. Acesso em: 15 jul. 2024.