Purpose

The topic of brand personality (BP) has received extensive research attention in the last 2 decades, with a particular focus on examining its antecedents and consequences. This study, therefore, systematically reviews and synthesizes extant research on antecedents and consequences of BP of consumer products.

Design/methodology/approach

A systematic review approach is used to identify and analyze relevant studies from five major databases and a search engine. This review identified 62 articles from 43 journals published during 1997–2018. The relevant literature germane to the research objectives is extracted from these articles.

Findings

This study identifies and classifies antecedents and consequences of BP of consumer products, along with key mediators and moderators underlying these relationships. Additionally, the study reveals pertinent characteristics of BP literature, including conceptualizations, measurements, methods, theories and research settings. Finally, this study develops an integrative conceptual model and presents avenues for future research.

Practical implications

This study provides insight to practitioners that create and develop brand personalities. The study would inform managers concerning the outcomes of BP.

Originality/value

To the best knowledge of the authors, this is the first systematic review that synthesizes existing empirical research on antecedents and consequences of BP of consumer products.

中文翻译：

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品牌个性的前因后果：系统回顾

目的

品牌个性 (BP) 的主题在过去 2 年中受到了广泛的研究关注，特别侧重于检查其前因和后果。因此，本研究系统地回顾和综合了关于消费品 BP 的前因和后果的现有研究。

设计/方法/途径

使用系统评价方法从五个主要数据库和一个搜索引擎中识别和分析相关研究。该综述确定了 1997-2018 年间发表的 43 种期刊的 62 篇文章。与研究目标密切相关的相关文献摘自这些文章。

发现

本研究确定并分类了消费品 BP 的前因和后果，以及这些关系背后的关键中介和调节者。此外，该研究揭示了 BP 文献的相关特征，包括概念化、测量、方法、理论和研究环境。最后，本研究开发了一个综合概念模型，并提出了未来研究的途径。

实际影响

这项研究为创造和发展品牌个性的从业者提供了见解。该研究将告知管理人员有关 BP 的结果。

原创性/价值

据作者所知，这是第一个综合现有关于消费品 BP 的前因和后果的实证研究的系统评价。