The Brand Personality Effect

Abstract

Since its emergence in the 1960s, the concept of brand personality has become an important area of research for marketing management. Despite strong interest in the subject, little is known about what exactly brand personality is, how it operates, or why it occurs in the first place. This manuscript provides clarification about the nature and scope of brand personality and offers a theoretical rationale for why and how brand personality develops. Further, an empirical investigation is conducted to determine if benefits accrue to brands with favorable brand personalities, as is commonly believed.