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 …

This article aims to deconstruct 20 years of research on brand personality by systematically
reviewing the extant literature and identifying relevant research gaps. The current status of …

This study examines the impacts of destination personality and image on individuals'
attitudes and visiting intentions. Based on a sample of 173 Canadians, the study …

Consumer brand preference is an essential step towards understanding consumer choice
behaviour, and has therefore always received great attention from marketers. However, the …

Brand experience has been conceptualized as a multidimensional construct that explains
customer loyalty. The authors present a study with the purpose of testing a recently …

The purpose of this research was to investigate the perceived destination personality of Las
Vegas and to examine the relationships among destination personality, self-congruity, and …

In response to criticism of brand personality measures that embrace other aspects besides
brand personality, we developed a new brand personality measure consisting of personality …

Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs)
among practitioners and academics. Consumers are said to build relationships with brands …

Seeing the world's biggest brands gain ground over the world's markets, you can't deny that
the 25,000 students in the UK studying marketing will never understand their subject without …

Purpose–In recent years, brand personality as a branding construct has received
considerable interest, which has led to a significant effort to develop tools to measure the …