DIMENSIONS AND DYNAMICS OF BIBLIOMETRIC AND SCIENTOMETRIC RESEARCH ON BRAND PERSONALITY IN THE "HOSPITALITY, LEISURE, AND TOURISM" SECTOR

Brand Personality, linked to strategic marketing, encompasses human traits associated with a brand and their impact on consumer purchase behavior. This research analyzes the evolution of scientific production on Brand Personality within the "Hospitality, Leisure, Sports, and Tourism" sector, using bibliometric and scientometric methods to examine authors, articles, citations, journals, institutions, and countries. The study underscores the importance of brand personality in differentiating products, fostering emotional bonds with consumers, and enhancing brand loyalty. The research indicates a rising global interest in the impact of brand personality on tourism and hospitality, evidenced by increased publications and citations from 2005 to 2021. A bibliometric map created using VOSviewer software reveals key concepts and clusters. The compilation includes 133 articles with 2,951 citations, identifying 317 authors, with 68.89% of contributions coming from the top 10 authors. Brand personality highlights its significance for market differentiation, customer loyalty, and brand value in these competitive sectors.