What brand left the brand’s personality?
DOI:
https://doi.org/10.5020/2318-0722.2024.30.e13850Palavras-chave:
marca, personalidade, indicadores, bibliometria, consumidorResumo
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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