Brand Personality: Conceptualization and Measurement
Keywords:
brand personality, brand personality concept, brand personality scaleAbstract
The brand personality studies in consumer and marketing research can be considered as still lacking consistency and unsystematic. Most of the studies in the brand personality literature has concentrated on creating, replicating, and advancing the applications of brand personality scales in different settings and contexts. This study critically reviews the development of brand personality concept and thoroughly examines related research studies and findings in the literature over decades. There is a debate on the conceptualization of brand personality as to what the brand personality really is. It also appears that the standardized brand personality scales used across studies are significantly different in terms of the personality dimensions, which vary greatly across product and service categories and in different countries and cultures.
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