brand personality

The aim of this research is to provide a comprehensive overview of the activities conducted in the field of brand image and to offer a scientific mapping based on international articles available in the Web of Science (WOS) database. This study, as a scientometric analysis, utilizes scientometric indicators and network analysis methods. The researcher systematically reviewed research articles published between 1977 and 2023, using VOS Viewer software version 1.6.20 for scientific analysis. After searching, screening, and qualitative evaluation, the final analysis was conducted on 521 articles. The results showed that the most research was conducted in 2021 with 55 articles (13.8%), and the United States was the most active country in this field with 80 articles (20%), followed by the United Kingdom with 42 articles (10.5%) and China with 38 articles (9.5%). The focus of keywords initially centered on brand image and consumer behavior, later shifting to consumer attitude and purchase behavior. This research aims to analyze the intellectual paradigm and provide a scientific mapping in the field of brand image, based on a systematic review of articles and utilizing VOS Viewer software. Data analysis revealed that the most research in this area was conducted in 2021. Additionally, the authors with the most publications were identified, showing that brand image, purchase intention, and corporate social responsibility are the most important keywords. These factors are recognized as the most significant elements related to marketing and consumer behavior.

A concept being studied about creating brand equity through brand-consumer relationships is brand charisma. Brand charisma can be defined as a concept that is socially connected to a brand with an emotional metaphor that is made of something sublime or sacred. The perception of charisma can have a great impact on the consumer's purchase decision as well as customer loyalty to the brand, especially in the case of luxury products, the decision to buy them has certain complications. So far, the discussion of charisma has been discussed more about the characteristics of leaders, and this topic has been less discussed in marketing concepts. The current research was conducted with the aim of designing a charismatic brand model in the leather industry. The present research method is a developmental-exploratory study. The statistical population of the research includes 30 university professors and leather industry managers using targeted sampling and using brainstorming method (interview with experts) and it continued until it reached theoretical saturation. In this research, First, the factors related to the antecedents and consequences of the charismatic brand were investigated using the library method and literature review; Then, to get expert opinions, the Delphi method based on the identification of the central phenomenon, causal conditions, contextual and intervening factors, strategies and consequences and the relationship between them has been used. By Examining the data obtained in the first stage of open coding, 36 concepts in the form of 10 items including brand experience, brand trust, charismatic brand, brand personality, brand resonance, brand equity, brand loyalty, brand commitment, brand love and the understanding of social responsibility to design the charismatic brand model was achieved. Finally, the major categories were related to each other in the form of a conceptual model around the central category.

This research aims to investigate the online brand experience and brand personality on valuing against negative information regarding the attitude and advertising of online recommendations. The current research is practical from the point of view of the goal and from the point of view of method and nature is classified as descriptive-correlational research. The statistical population of the research is (Day Bank) customers in the city of Tehran who have used Day Bank electronic services and have been members of one of the social networks (Instagram, Telegram, etc.). according to the assumption that the statistical population is unlimited, 384 people were selected as a statistical sample and the questionnaire was distributed among them. The sampling method used in this research was a simple random cluster type. The data collection tool in this research is a standard questionnaire with a five-choice Likert scale. Its reliability was confirmed through Cronbach's alpha test and its validity through content validity and confirmatory factor analysis. According to data analysis done through PLS software, it shows that brand personality and online brand experience influence brand attitude, online recommendation advertising, and flexibility against negative information. Besides, the results confirmed the effect of brand attitude and online recommendation advertising on flexibility against negative information.

Brands play a pivotal role in establishing connections with customers, transcending mere commercial transactions to foster sustainable and profitable relationships. These roles manifest themselves in functional, symbolic, and emotional domains, sometimes even evolving into emotional bonds between individuals and brands. Brand personality is considered a critical element in brand differentiation and positioning strategies. It has attracted significant attention from researchers and marketers over the past three decades, leading to numerous studies in this field. Given the increasing research in brand studies in recent years, with more researchers expected to focus on this area, a comprehensive analysis of its conceptual structure is of paramount importance. This study aims to review articles on brand personality published in reputable international journals and analyze publication trends to identify opportunities for future research.
 

This study employs a systematic literature review approach to identify publication trends in brand personality in the Web of Science database to determine future research opportunities. The methodology involves a five-step literature review process: identification, selection, eligibility, and inclusion. Each article was carefully reviewed to extract relevant information such as publication year, authors, research methods, findings, and conclusions. The extracted information was analyzed to identify trends in research topics, methodologies, and theoretical frameworks. Based on the analysis, research gaps and opportunities for future studies were identified.
 

A total of 1,069 articles on brand personality were reviewed in the Web of Science database. The analysis revealed several key trends: First, the number of publications on brand personality has steadily increased over the past three decades, indicating growing interest in this field. Second, the most frequently studied topics include brand personality dimensions, measurement scales, consumer responses, and brand personality management strategies. Third, quantitative methods, particularly surveys and experiments, are the most commonly used approaches in brand personality research. Fourth, a wide range of theoretical frameworks have been applied to study brand personality, including social identity theory, self-congruity theory, and brand anthropomorphism. Additionally, a scientometric analysis was conducted, including co-occurrence analysis, co-citation analysis, and thematic analysis of the brand personality field using VOSviewer © software and the Bibliometrix R tool. Using scientometric analysis of keywords, clusters of frequently used keywords were created as thematic areas. The outputs generated from the analysis of studies published in the Web of Science in the field of brand personality identified specific research gaps that may be relevant for future studies in this area.
 

This study provides a comprehensive review and analysis of articles related to brand personality in reputable international journals. The identified research trends and gaps can assist researchers interested in brand personality in publishing articles or books by guiding topic selection. The identified research gaps and future research directions can inspire researchers and practitioners to develop new approaches in the field of brand personality. This study contributes to the advancement of knowledge in brand personality research and provides valuable insights for future research endeavors.

A mascot as a symbol of the brand has an important role in designing and identifying the brand identity in marketing. One of the main tools in marketing and branding is the mascot. Examining and analyzing consumers' perceptions of mascots plays an important role in brand-related decision-making and helps companies to choose the strategy that suits their product branding and performs better than competitors. The purpose of this study is to investigate consumers' perceptions of two Iranian mascots and two international mascots and investigated the physical and non-physical dimensions of the commodity group.so have used two methods, semiotics and conducted 49 interviews with 14 customers and thematic analysis. The results showed that the color and accessories of the mascots, which are related to their physical dimension, had the greatest effect and attracted attention, then the face shape of the mascots and with a slight difference in the dimensions and size of the mascot had been affected on customer's perception and also show that the color of the mascots has the greatest effect on the identification of the product group and the fit of the mascots with the desired product and helps to remind and recognize the product in the mind of the consumers. According to the results of this study, the Iran Radiators and Duracell rabbit, in terms of physical dimensions, had nothing to do with the nature of the product and the brand. the Kellogg brand tiger was better than other mascots in terms of product features.

Business, in recent decades, has been characterized by significant strength and growth and the ever-increasing use of information and communication. The growth of the banking sector can be attributed to the increased supply and differentiated services. This growth also assumes an increase in the number of customers and is experienced by companies with smart strategic choices. The purpose of this research is to examine the relationship between brand stability, brand personality and brand self-image with purchase intention and brand loyalty in Aindeh Bank in Mashhad. Statistical data processing was done at the descriptive level with SPSS and at the inferential level using structural equations and SmartPLS4 software. A descriptive-survey and applied research method and a sampling method are available, which have been collected from customers who have continuously had a financial relationship with Aydeh Bank over the past 10 years. The research tool was a standard questionnaire that was finalized after modification and opinion of experts and university professors. Checking the reliability and validity of the questionnaire was also measured and confirmed using Cronbach's alpha test, combined reliability and convergent and divergent validity. The findings of the research and the inferential test of the hypotheses showed that there is no relationship between the compatibility of the brand concept with the purchase intention. There is a relationship between brand concept compatibility, brand personality and brand self-image with brand loyalty. There is a relationship between brand personality and brand self-image with purchase intention.

In the past, marketing was used only in business and had no role in education. The role of educational institutions was to serve the community, conduct research activities and teach students the skills that were useful to them in the workplace. In fact, these institutions were only used to develop knowledge. But now, marketing departments have found a special position in the organizational structure of higher education institutions. Higher education managers consider marketing activities as important as the financial, human resources, quality assurance and the other internal departments of these institutions. The reasons for the importance of marketing in higher education centers is the increased competition between universities over attracting students and professors and obtaining financial support. The decline in government financial support, along with the declining trend in university admissions, is putting additional pressure on higher education institutions. In recent decades, the term branding has been used in the higher education marketing literature. In these complex and highly competitive markets, universities and other higher education institutions consider branding as a way to resist the challenges. Brand is one of the most valuable assets of any organization whose appropriate management can pave the way to success in any organization. Therefore, it seems necessary to pay attention to the issue of branding in the universities in order to achieve a competitive advantage. Brand is one of the most important factors that improve the competitive position of universities. The ideal brand of a university encourages decision makers to continue their studies to choose that university; thus becoming confident that they will receive advantages such as high-quality education, suitable physical facilities and suitable job market opportunities. Because universities are an effective instrument for providing education for applicants, it seems necessary for these institutions to have the social credibility and a proper mental image. Having a proper mental image of a university brand attracts students and professors and gains access to foreign resources to invest in the university. As a key factor, it persuades students to choose that university by students. Therefore, for effective brand management, consumers' mental image of the brand and their inference and perception of brand personality must be understood. So, if the personality perceived by the consumer fits the identity that universities are trying to present, the factors creating this fit should be strengthened. Also, if there is a discrepancy, the factors causing it should be detected and corrected. The purpose of this study is to determine the perception of the brand personality of Yazd University through the archetypal approach and the most frequent archetype of each personality type. The study also seeks to investigate the relationship between the personality of students and professors of Yazd University and the archetype that is the most selected. Another purpose of this study is to understand whether the selected archetypes of all the five personality types are the same or not.

The present study is applied in terms of purpose and descriptive analysis in terms of method.. Secondary sources and libraries were used to collect the data on the background of the research. Preliminarily, the data were collected using a questionnaire appropriate to the research topic. The students and professors of Yazd University formed the statistical population of the research. The necessary data for the study were collected from 118 questionnaires completed by the students and professors in different faculties and educational grades. They were selected through random sampling. Statistical analysis was performed using the contingency table and Cramer's V.

The results show that the selected archetypal personalities for Yazd University brand are innocent, ruler,  explorer and magician archetypes, Also, by the analysis of the personality traits of individuals using the neo-approach and the archetype of their choice, it was found that people with different personality traits agree in choosing the most selective archetype, i.e., the innocent archetype for the brand personality of Yazd University. All the five personality types chose this option more than the others. The choice of this archetype had nothing to do with the characteristics of neuroticism, conscientiousness, extraversion, and agreement, and only the association of this archetype with the characteristic of empiricism was confirmed.

It is better for the personality of a brand to be clear and tangible so that the majority can have the same perception of the personality of that brand. The results of this study show that this happened correctly about the brand of Yazd University. The results confirm that people, regardless of their personality traits and types, choose the same archetypes for the Yazd University brand, and people with five different personality traits are significantly unanimous in their choice of archetypes. In general, all the five personality types considered innocent archetypes as their first choice for this brand. The three personality types with the characteristics of neuroticism, openness to experience and agreeableness, in addition to agreeing on the first chosen archetype, did the same in the second choice, namely the choice of the ruling archetype. From these results, it can be deduced that the brand of Yazd University has an intimate and reliable personality that seeks happiness and focuses on independence. The brand seeks to change and improve the world. It avoids illiteracy, disability and inefficiency. This brand can also help people find the way to what they can be, recognize their inherent potential, and put it to practice. This brand does not accept inertia and monotony and seeks change in life and tries to help achieve its goals by turning threats into opportunities. It is not only a successful brand, but it can be considered as a leader in its field, looking for new services and methods.

With the increase in competition in the smartphone industry, understanding what factors influence the perception of smartphone buyers and affect their selection and purchase process has become an important issue for manufacturers and academics. This study examines the effect of the three appearance components of color, design and packaging on smartphone consumer preference and brand personality, as well as evaluating the effect of brand personality on smartphone consumer preference. This study is descriptive in terms of practical purpose and information gathering. The statistical population of the research includes smartphone users in Iran, and the statistical sample of 404 people was made available by sampling method and the questionnaires were completed. The desired questionnaire is prepared by studying the theoretical foundations and using a standard questionnaire. Data were analyzed using SPSS and LESREL software. The results showed that the appearance components of the product (color, design, packaging) have a positive and significant effect on consumer preference for smartphones and brand personality. Also, the positive and significant effect of brand personality on consumer preference for smartphones was confirmed. The results of this study provide several theoretical and practical implications for marketing management, consumer behavior, and the smartphone industry.

Today's consumers do not only pay attention to the functional aspects of the product when making decisions, they involve the symbolic aspect of the brand in their decisions in many cases due to the multiplicity of products and also the improvement of the quality of different products. The strong presence of today's humans in social networks is also a good opportunity for brands to interact more with their customers. With their presence in this space, they transform themselves from a functional product to a personality that interacts with customers. Customer-centric brand equity in the context of social media is defined as the ability to create a psychological state in the minds of consumers in interaction with the brand. In this study, the relationship between customer-based brand equity and the dimensions of brand gender (as a dimension of brand personality) which is a symbolic and non-functional aspect of the brand, was investigated in the context of Instagram. In addition to the direct relationship between these two variables, the effect of gender personality dimensions of the brand on customer-based brand equity was measured through two variables of brand love and brand emotional interaction. To assess the relationship, 391 questionnaires were completed by active Instagram users of FMCG brands. The results using structural equation modeling showed that the two dimensions of brand masculinity and femininity, both directly and indirectly, through the two variables of brand love and consumer emotional interaction have a positive and significant effect on customer-centric brand equity.

The present study was conducted with the modeling approach and with the aim of determining the effect of brand personality on brand equity with the mediating role of brand authenticity in the consumers of Majid brand sports products. The statistical population of the present research consists of all consumers of Majid brand sports products. Based on Cochran's sampling formula, 384 consumers of Majid brand sports products were selected as the sample. In order to collect data, demographic characteristics form, Kadirov’s (2010) brand authenticity questionnaire, Kim and Hyun’s (2011) brand equity questionnaire, and Geuens et al.’s (2009) brand personality questionnaire were used. In order to analyze the conceptual model, structural equation modeling (SEM) was used. Findings showed that there is a significant relationship between "brand personality" and "brand equity" (p<0.05). There is also a significant relationship between "brand personality" and "brand Authenticity "(p<0.05). And finally, there is a significant relationship between "brand Authenticity " and "brand equity"(p<0.05). Based on the confirmed model, it can be interpreted that brand personality has a direct effect on brand equity (PC=0.69) and brand Authenticity. (PC=0.41). Furthermore, Brand personality has an indirect effect on brand equity through brand Authenticity (PC = 0.20).

Due to high competition in banking industry, banks increasingly show interest in corporate social responsibility (CSR) measures since it leads to increased profitability, increased customer loyalty, higher rate of trust, and positive attitudes towards the brand of banks. The present study investigated the effects of various aspects of CSR, namely economic, legal, ethical, and philanthropic variables on brand personality, symbolic and performance images, and finally brand trust in banking industry.

A sample of 385 Melli Bank customers were surveyed through a questionnaire. Structural equation modeling (SEM) was also employed to test the hypotheses.

The results showed a positive relationship between three out of four aspects of CSR (except for philanthropic aspect) and brand trust. Furthermore, the results lent support to the mediating role of brand personality and brand image,  including symbolic and performance images. In particular, the bank’s brand personality had a significant impact on its symbolic and performance brand images which in turn had a positive effect on Bank Melli’s brand trust.

CSR positively influences banks’ brand personality that can lead to brand trust and improved brand image.

The purpose of this study is to provide a model of the consequences of brand personality with the combined approach of meta-analysis and interpretive structural modeling. The present research is practical in terms of purpose, descriptive in terms of usage and quantitative in terms of data type. In the present study, first, the consequences of brand personality from 40 articles published in scientific journals and master's theses in the period of 2011 to 2019 are identified and extracted by meta-analysis method. In the next step, using the interpretive structural modeling technique and based on the opinions of 12 experts of SAIPA Automotive Company, the mentioned consequences are ranked and relations among them are modeled. Based on the meta-analysis findings, among the consequences of brand personality, brand impact, customer satisfaction, communication quality, brand development, perceived value, brand loyalty, customer lifetime value and brand equity had the highest effect size. Based on the results of interpretive structural modeling, the consequences of brand personality were at six levels, so that the brand impact variable has the most impact and the customer life value variable has the most influence.

Today's competitive condition and high environmental turbulence necessitate the improvement of brand position in customers' minds. Accordingly, the purpose of the present research is first identifying the desired potential personal attributes of Alef bank' brand in students minds and using them to improve their brand position, accordingly and then, feasibility study of adding these attributes to brand personality by considering their relationship with brand essence elements of Alef bank. To do so, Tehran students were interviewed and 6 desired potential personality attributes were dentified: trustworthy, responsible, active, social, generous, and purposeful. In the second phase of the research, by using a questionnaire and analyzing the gathered data, it is found that "trustworthy" and "social" have the highest positive causal relationship with the elements of brand essence. So, these attributes have the most feasibility to be added to brand identity and position. It is also found that "generous" has the highest negative causal relationship with the elements of brand essence, so it has the lowest feasibility in this relationship.

The aim of this study is to identify the role of brand Personification on stimulating the visitors' relationship with the brand of shopping Centers and malls.

The present qualitative study aims to identify the variables used to answer research questions based on the experiences and behaviors of people's daily lives, consider shopping centers & malls as a phenomenon and considering the lived experience of people with this phenomenon, the research support paradigm is phenomenology. The informants were selected from the professional clients of these centers with the snowball method. Data were collected using 16 semi-structured & in-depth interviews until data saturation was achieved. Qualitative data analysis was performed using content analysis at three levels, including open coding, sub-concepts extraction, and finally the acquisition of main concepts (Themes) with the help of MAXQDE software. Finding &

The results indicate that in the case of living personification, the use of celebrities and in the case of non-living personification the use of cartoon characters and among the five dimensions of brand personality, completeness and excitement was related to establish visitors' relationship with brand of shopping centers and malls. Research limitations: Lack of scientific background in the field of brand personification, especially in the field of location such as shopping centers & malls is one of the most important limitations of this research.

This study aims to investigate the influence of brand personality dimensions on customer loyalty, word of mouth, intention to to purchase among the customers of authorized agencies of Iran Khodro in Shiraz. The research method in terms of purpose is applied research and in terms of collecting and conducting information is field. The statistical population of this study is all customers of Iran Khodro agencies in Shiraz in the year of 1397 and by using random sampling through Morgan table, 384 people were selected as statistical sample. The research instruments are standard questionnaires for brand personality, brand loyalty, intention to repurchase, and word of mouth which were collected through five-point Likert scale. In this study, after collecting information the data are analyzed in two parts of descriptive statistics and inferential statistics. Structural equation modeling as inferential statistics is used through Smart PLS software. The results showe that the brand personality has a positive and significant influence on customer loyalty, the intention to purchase, and the intention to word of mouth. Moreover, the highest value is belonged to the competence influence on word of mouth and the lowest value is belonged to the strength influence on the intention to purchase.

In this study, branding personality marketing was designed and presented for increase customer loyalty. The research method is applied and explanatory approach; therefore, it was done in two phases, qualitative and quantitative. The information was collected in the qualitative phase through interviews with 16 managers and experts in the homeappliance industry, by the snowball sampling method. Also, in the quantitative section, the required data were collected by distributing a researcher-made questionnaire among 80 customers of homeappliances on Kish. In order to design and implement the explained model, the technique of modeling structural equations with pls software was used to test the qualitative model. The results showed, mixed marketing elements and Brand management affects brand personality, but customer attitudes do not affect brand personality. Brand personality affects the brand position stabilization, but it does not affect the decision to buy. The functional characteristics of the brand affect the decision to buy, but it does not affect the brand position stabilization. Environmental factors affect brand position stabilization but do not affect to buying decision. Brand experience does not affect brand position stabilization, but it does affect purchasing decisions. Also, stabilizing the brand position stabilization and purchasing decision does not affect brand loyalty.

The increasing importance of customers has led to increasing attention to the related concept. One of the most important of these concepts is the customers purchase share. The purpose of this study is to investigate the effect of brand personality on customers' share of wallet with the role of relationship constructs in the retail chain industry. This study is applied in terms of purpose and is descriptive-correlation in terms of method. The population consisted of customers of Refah chain stores in Tehran city. The number of 384 people was selected as a sample assuming the unlimited population, and questionnaire was distributed among them. In this study, data collection tool was a standard questionnaire with a range of five-option Likert scale. Its validity and reliability were confirmed by content validity and confirmatory factor analysis and Cronbach's alpha test, respectively. The data Analyzed by PLS software indicated that active and responsive brand personality has a positive effect on customers satisfaction and loyalty. Also, the results represented that customers satisfaction and loyalty influenced their share of Wallet. But, the moderating role of customers’ age was not confirmed. One of the most important suggestions in this study is paying attention to brand nostalgia and age of brand and, another one is creating new and innovative product sections to evoke a responsible and active personality.

The Purpose of this study was to The effect of brand personality and brand knowledge on brand equity by taking verbal advertising. The research method used was descriptive and correlational and just a survey. In the present study to determine the content validity of the questionnaire was used specialists and management experts. The statistical population of the study included branches of the bank customers a premium in Tehran Pasargad Iran and for sampling sampling method used is relative category After determining the number assigned to each class, randomly between a number of (104 customers) were determined. To achieve the objectives of the questionnaire 93 with 3 areas. Data statistical methods of structural equation modeling software Spss confirmatory analysis was performed. The results showed that there is a significant impact between brand personality, brand knowledge, a verbal advertising. there is a significant impact between verbal advertising and brand equity. there is a significant impact between Advertising verbal and dimensions of brand personality and brand equity & also between Verbal advertising and brand knowledge and brand equity.

One of the most important factors for making distinction in the competition between brands is to create consumers desire for the brand and coordination between their perceptions and expectations about products and services that brands provide. In this context, paying attention to brand personality and various personality traits which is considered for it and also the relationships between brand personality and the other variables that effect people's perception and interest such as brand love, loyalty and word of mouth is too important. The purpose of the present research is to investigate the impact of brand personality on brand love, loyalty and WOM by a new scale for brand personality and also to determine the most important dimensions of brand personality in this relation. The present study is descriptive in nature and practical in purpose and it's established by survey research method. The statistical populations of the present study include all online retailers and chain stores in Tehran. The research's data is collected by questionnaire andStructural equation modeling with Partial Least Squares approach is used for the analysis of data. The result of the research indicates that in both societies, brand personality has significant effect on brand love and loyalty. In the first society it has indirect effect on WOM and in the second society it has direct and indirect effect on WOM. The most influential brand personality dimension has been responsibility, and then activity and emotionality in both societies and the Aggressiveness dimension has had little effect. The mediating role of brand love and loyalty in the relationship between the two variables of brand personality and WOM has confirmed. Brands should pay the most attention to responsibility dimension in order to make brand love and loyalty in consumers by showing responsibility and stability. Also, Emotionality and Activity dimensions should be considered in brand personality presentation.