Consumers' brand personality perceptions in a digital world: a systematic literature review and research agenda

Mijka Ghorbani, Maria Karampela, Andrea Tonner

Research output: Contribution to journalReview articlepeer-review

24 Citations (Scopus)
238 Downloads (Pure)

Abstract

In a digital world, it is becoming increasingly important for marketing researchers and practitioners to understand how consumers attribute humanlike characteristics and personality traits to brands, as the brand's personality has a significant influence on consumers' behavior and their brand relationships. However, despite a growth in research interest over the past two decades, the literature on consumers' digital brand personality perceptions remains fragmented and dispersed across digital contexts. Thus, now is an opportune time to take stock of the field and build a knowledge foundation for future research to establish the domain of digital brand personality. To this end, this systematic literature review, based on the TCCM framework, identifies dominant theories, contexts, characteristics, and methodologies used to study consumers' digital brand personality perceptions by systematically reviewing 107 peer-reviewed journal articles published between 2005 and 2021. Using an in-depth content analysis of the articles, this review integrates research findings from different digital contexts and provides a new conceptual framework of digital brand personality. The review concludes with a comprehensive research agenda that highlights the need to broaden the theoretical groundings of the field (theory); identifies numerous digital touchpoints and new technologies that remain underexplored (context); reveals inconsistencies and knowledge gaps regarding dimensions, antecedents, and consequences of digital brand personality (characteristics); and suggests diverse, digital-based research approaches (methodology) to further advance the study of consumers’ digital brand personality perceptions.

Original languageEnglish
Pages (from-to)1960-1991
Number of pages32
JournalInternational Journal of Consumer Studies
Volume46
Issue number5
Early online date12 Feb 2022
DOIs
Publication statusPublished - 30 Sept 2022

Keywords

  • brand personality
  • consumer perceptions
  • digital
  • digital branding
  • future research agenda
  • systematic literature review
  • TCCM framework

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