Evolution on brand personality models

Translated title of the contribution: Evolución de los modelos de personalidad de marca

Luis Araya-Castillo, Gustavo Vicencio Ríos, Yuracid Rivera Flores, Nicolás Barrientos Oradini

Research output: Contribution to journalArticlepeer-review


This research reviews studies that proposes and / or validates brand personality models, and that are reported in the literature in the period 1997-2018. 109 studies were reviewed (including the original scale of AAKER), and because of this, it is concluded that most of them adapt (72), or replicate (15) the model of AAKER (1997). It is also obtained that these studies are mainly applied in the private sector (73) and in the region of the Americas (57). Finally, in order of importance, the dimensions of AAKER (1997) that have a greater presence in the literature are: emotionality, sincerity, competence, sophistication and rudeness. This review differs from other existing ones, in the number of studies and in the period of time considered, which gives it higher levels of confidence.

Translated title of the contributionEvolución de los modelos de personalidad de marca
Original languageSpanish
Pages (from-to)1416-1482
Number of pages67
Issue numberSpecialEdition25
Publication statusPublished - 2019

ASJC Scopus subject areas

  • Arts and Humanities(all)
  • Social Sciences(all)


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