Brand personality evolution: analysis of the concept’s scientific production

This research will address the evolution of brand personality as a strategic marketing tool, through a bibliometric and scientometric analysis of the concept. The methodology that was used was through a search in the Web of Science database with the keywords ‘brand personality’ during the period 1975–2023, finding 835 articles, which have been cited 34.141 times in academic journals in recent years (20 years). Based on this information, an analysis of scientific production linked to brand personality was carried out. The most common keywords are related to measurement, influence, and the role of brand personality in marketing and advertising to achieve brand loyalty and loyalty. The study focused on searching the online database WoS, which includes scientific articles from all disciplines. The search was done from the first database records from 1975 until 2023, which was the last year for the research.