Abstract
The aim of this study is to improve the understanding of the scientific contributions made by brand personality (BP) research, to identify its predominant themes and to propose a relevant research agenda. An analysis was undertaken of the 1051 brand personality-related articles published over the period 1987–2022 that are indexed in the Scopus scientific database. A bibliometric approach was adopted to systematically analyse the publications, and a performance analysis and science mapping were undertaken. The results showed that the motor themes of BP research related to its conceptualisation, dimensions and measurement, its impact on consumer-brand relationships and application in tourism destination-focused studies. Emerging BP-focused themes are its applications in virtual reality, artificial intelligence, service robots, storytelling and tourism segments, such as luxury. This study contributes by providing a better understanding of the state-of-the-art research on BP, and by identifying future research directions.
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