eda Estudios de Administración Estud. adm. (En línea) 0719-0816 0719-0816 Universidad de Chile. Facultad de Economía y Negocios. Departamento de Administración 10.5354/0719-0816.2022.67025 Articles A conceptual review of the literature on brand personality Una revisión conceptual de la literatura sobre personalidad de marca http://orcid.org/0000-0002-2516-3549 Llanos-Herrera Gonzalo R. 1 Facultad de Economía y Negocios, Universidad Finis Terrae, Chile Facultad de Economía y Negocios, Universidad Finis Terrae Universidad Finis Terrae Facultad de Economía y Negocios Chile gllanosh@uft.edu Jan-June 2022 29 1 81 104 18 12 2021 04 05 2022 Este es un artículo publicado en acceso abierto bajo una licencia Creative Commons Abstract:

The purpose of this study is to contribute to the knowledge of the systematization of the concept of brand personality by exploring examples of its main research via a review of the literature. We conceptually analyze the brand personality construct and review the extant findings regarding it using the antecedents, consequences and moderators identified by Eisend & Stokburger-Sauer (2013) as our methodological framework.Throughout this work, we provide a series of proposals that pose questions that merit review and exploration. Additionally, we identify some antecedents that point to emerging areas of research, and we posit that these will receive important development in the near future.Recently, the concept of brand personality has become increasingly important via greater theoretical and practical development. This situation constitutes a natural response to the social and technological trends that are taking consumer relationships to a new level. Accordingly, our findings underscore the elements that comprise a favorable context for generating brand personality and highlight its consequences and its impacts.

 Resumen:

El propósito de este estudio es contribuir al conocimiento de la sistematización del concepto de personalidad de marca explorando ejemplos de sus principales investigaciones a través de una revisión de la literatura. Analizamos conceptualmente el constructo de personalidad de marca y revisamos los hallazgos existentes al respecto utilizando los antecedentes, consecuencias y moderadores identificados por Eisend & Stokburger-Sauer (2013) como marco metodológico. A lo largo de este trabajo, brindamos una serie de propuestas que plantean preguntas que revisión y exploración de méritos. Adicionalmente, identificamos algunos antecedentes que apuntan a áreas emergentes de investigación, y postulamos que estas recibirán un importante desarrollo en un futuro cercano. Recientemente, el concepto de personalidad de marca ha cobrado mayor importancia a través de un mayor desarrollo teórico y práctico. Esta situación constituye una respuesta natural a las tendencias sociales y tecnológicas que están llevando las relaciones de consumo a un nuevo nivel. En consecuencia, nuestros hallazgos subrayan los elementos que componen un contexto favorable para generar personalidad de marca y destacan sus consecuencias y sus impactos.

 Keywords: Brand personality Brand loyalty Hedonic benefits Brand image Strength of the brand relationship Palabras clave: Personalidad de Marca Lealtad de Marca Beneficios hedónicos Imagen de marca Fortaleza de la relación de marca

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