Development of research in brand personality

Abstract

The present investigation is a descriptive and longitudinal bibliometric study that aims to be a source of detailed and systematized information about the scientific production of brand personality between the years 1995 and 2018. We analyzed 481 articles published in the WoS database, with a total of 11840 citations, concluding that the most influential article is the one that was written by Aaker (1997), the most relevant author is Aaker, the most recognized Journal is Psychology & Marketing, the most productive institution is University of Texas Austin and the country with the greatest impact is the United States; and the bibliometric map represents 3 clusters that refer to the theory of brand personality, to the Aaker (1997) scale and to the methodology that is followed in the studies of brand personality and its impact on the intention of customer behavior. Finally, it is concluded that there are research spaces regarding to enrich the study of the evolution of brand personality literature with the development of a scientometric Study.