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The antecedents and consequences of brand personality: a systematic review

Muhammad Rashid Saeed (Department of Business Administration, Bahauddin Zakariya University, Sub-Campus Layyah, Layyah, Pakistan) (School of Business, Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Adelaide, Australia)
Umar Burki (USN School of Business, University of South-Eastern Norway, Kongsberg, Norway) (Department of Economics and Administration, Bjorknes University College, Oslo, Norway)
Raza Ali (Institute of Management Sciences, Bahauddin Zakariya University, Multan, Pakistan)
Robert Dahlstrom (Miami University, Oxford, Ohio, USA) (BI Norwegian Business School, Oslo, Norway)
Hashim Zameer (College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing, China)

EuroMed Journal of Business

ISSN: 1450-2194

Article publication date: 23 June 2021

Issue publication date: 22 November 2022




The topic of brand personality (BP) has received extensive research attention in the last 2 decades, with a particular focus on examining its antecedents and consequences. This study, therefore, systematically reviews and synthesizes extant research on antecedents and consequences of BP of consumer products.


A systematic review approach is used to identify and analyze relevant studies from five major databases and a search engine. This review identified 62 articles from 43 journals published during 1997–2018. The relevant literature germane to the research objectives is extracted from these articles.


This study identifies and classifies antecedents and consequences of BP of consumer products, along with key mediators and moderators underlying these relationships. Additionally, the study reveals pertinent characteristics of BP literature, including conceptualizations, measurements, methods, theories and research settings. Finally, this study develops an integrative conceptual model and presents avenues for future research.

Practical implications

This study provides insight to practitioners that create and develop brand personalities. The study would inform managers concerning the outcomes of BP.


To the best knowledge of the authors, this is the first systematic review that synthesizes existing empirical research on antecedents and consequences of BP of consumer products.



Funding The authors received no financial support for this research article.


Saeed, M.R., Burki, U., Ali, R., Dahlstrom, R. and Zameer, H. (2022), "The antecedents and consequences of brand personality: a systematic review", EuroMed Journal of Business, Vol. 17 No. 4, pp. 448-476.



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