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This article details an eclectic bibliometric method to study brand personality, identifying theoretical buildings and possible emerging research topics across marketing science fields. A mix of diverse bibliometric software and multiple correspondence analyses related to the topic supports considerations of four methodological phases, in particular: (1) research overview, (2) authors, (3) semantics, and (4) models. The bibliometric findings offer a catalog of BP research approaches. A comparison of research trends associated with renowned marketing science organizations and the current analyses suggest emerging research topics. Continued research should adopt and improve bibliometric methods and multiple correspondence analyses, despite to their heterogeneity.

La estrategia de marca sonora se refiere al uso estratégico del sonido para comunicar la identidad y valores de una marca en sus diferentes puntos de contacto con los públicos. El objetivo de este estudio es determinar qué rasgos de personalidad de marca y qué emociones autopercibidas (calma o excitación, y grado de agrado) son asociadas con los rasgos del logo sonoro. Se lleva a cabo un diseño experimental entre sujetos 3 x 3 x 2 —intensidad (en aumento, en disminución y constante), tono (ascendente, descendente y constante) y ritmo (rápido, lento)—. Las variaciones de estos rasgos dan como resultado 18 versiones del mismo logo sonoro. Este tiene una duración de 3 segundos y va acompañado de una marca desconocida y un mensaje de voz de 9 segundos. Los resultados indican que los logos sonoros más lentos y con una intensidad en aumento generan una sensación más agradable y de simplicidad que los logos rápidos y con intensidad en disminución. Por su parte, los logos sonoros con tono descendente son percibidos como más ordinarios. Así mismo, la combinación de intensidad en aumento y tono ascendente se percibe como menos emocionante y agresiva que la combinación de intensidad en disminución y tono descendente. El estudio de la percepción y procesamiento del sonido de marca puede contribuir a desarrollar las teorías sobre estrategias de marca y tener importantes aplicaciones en la producción de planes de comunicación estratégica.

Many researchers have investigated the effects of brand personality on brand equity; however, the antecedent factors contributing to the development of brand personality have been largely ignored. We aimed to bridge this research gap by integrating cognitive, experiential, and marketing
factors as antecedents to explore the effect of brand personality on the relationship between these antecedents and brand equity. Participants were 292 cosmetics users in Taiwan, who were asked to identify the cosmetic brands they favored, then interviewed about their perception of a brand
they had mentioned. Results indicated that cognitive, experiential, and marketing factors all had significant effects on brand equity, and that brand personality served as a key mediator increasing the influence of these antecedents on brand equity. Our findings offer a reference point for
academics to conduct further empirical validation studies, and for professionals to develop appropriate branding strategies in the cosmetics marketplace.

This study applies the collaboration approach of city brand index and city brand personality towards the city branding "Padang Your Motherland". The results of city brand index show that the presence aspect - visitors 'views on international status and reputation globally' gets the highest rating. The aspect of the city brand index of the city of Padang that is relevant to the city branding "Padang Your Motherland" is the presence, place, people, sentiments of feeling, while the indirect is the potential and preconditions. On the other hand, City of Padang city personality scale also shows that some aspects that shape the brand personality of Padang City have direct relevance to the city branding "Padang Your Motherland", namely excitement, skill, and toughness, while the indirect aspects are sincerity and sophistication. This aspect that does not have direct relevance can be a supporter in the personality of Padang City. Based on the results of this study, it is suggested that the Padang City Government pay more attention to the potential aspects and prerequisites in city brand index and aspects of sincerity and sophistication in city brand personality in the development or evaluation of the city branding "Padang Your Motherland".

AbstractThis study investigates the influence of brand personality on consumer loyalty and the moderating role of relative brand identification for multiple brands in the same product category. Survey data were collected from 1,651 respondents in the United Kingdom, France, and Germany. Results indicate that dimensions of brand personality that are positively associated with consumer brand loyalty vary across brands in the mobile phone category. Furthermore, relative brand identification not only positively affects consumer loyalty, it also moderates the relationship between brand personality and consumer loyalty. Copyright © 2015 ASAC. Published by John Wiley & Sons, Ltd.

Social media has become an important medium for people in everyday communication activities. Social media use is not only limited for individuals, but also organization such as the government and corporation to convey and collect informations. One of the most popular social media is Instagram. As one of the most used social media, both individuals and firms use Instagram as a medium to build their image. As a founder and CEO of Bukalapak, Achmad Zaky uses Instagram to show the image he wants to build and perceived by the audience. This research attempt to see the identity built by Zaky through his Instagram account @achmadzaky using the theory of brand personality. As a CEO, the image of Achmad Zaky could affect the image of the firm that he is in charge with. This assumption is supported by the phenomenon of the hashtag #UninstallBukalapak in various social media platforms after Zaky threw a statement that many considered political in his social media account in February 14th 2019. Quantitative approached is used in this research with content analysis method. 58 Instagram post in @achmadzaky account are taken as sample during the period from December 7th 2018 to May 5th 2019. To illustrate the comparation in the brand personality Zaky tried to convey, the author divide the data sample into two data set marked by the phenomenon of #UninstallBukalapak. The purpose of this research is to find Achmad Zaky's brand personality through contents in his Instagram account before and after #UninstallBukalapak. This research uses Aaker's brand personality dimension as the main analytical tool which consist of sincerity, excitement, competence, sophistication, and ruggedness dimensions. The result in two data sets shows that the most often appear dimensions are sincerity with 68,3% and 76,5%, excitement 75,6% and 52,9%, and competence 82,9% and 76,5%, while the number of contents after #UninstallBukalapak phenomenon decreases significantly. Media sosial merupakan media digital yang digunakan oleh banyak orang untuk melakukan komunikasi. Tidak hanya individu, namun organisasi seperti pemerintah dan perusahaan menggunakan media sosial untuk memberikan dan memperoleh informasi. Salah satu media sosial paling populer adalah Instagram. Sebagai salah satu media sosial yang paling banyak digunakan, banyak individu maupun perusahaan yang menggunakan Instagram sebagai medium untuk membangun citra. Sebagai seorang CEO dan pendiri perusahaan Bukalapak, Achmad Zaky menggunakan Instagram untuk menunjukkan citra yang ingin dibangun dan dilihat oleh khalayak. Penelitian ini berusaha melihat identitas yang ingin dibangun melalui akun instagram @achmadzaky dengan menggunakan teori brand personality. Sebagai CEO, citra Achmad Zaky mempunyai pengaruh terhadap citra perusahaan yang dipimpin, yaitu Bukalapak. Asumsi ini diperkuat dengan adanya fenomena #UninstallBukalapak di media sosial setelah Achmad Zaky melontarkan pernyataan yang dinilai politis oleh publik di akun Twitter miliknya pada 14 Februari 2019. Penelitian ini menggunakan pendekatan kuantitatif dengan metode analisis konten. Sampel yang digunakan adalah 58 post Instagram @achmadzaky pada periode 7 Desember 2018 hingga 5 Mei 2019. Untuk mendapatkan perbandingan brand personality yang ada dalam konten, peneliti membagi sampel data menjadi dua set data yang ditandai oleh fenomena #UninstallBukalapak. Tujuan dari penelitian ini adalah untuk mengetahui brand personaliy Achmad Zaky melalui konten dari akun Instagramnya sebelum dan sesudah kemunculan #UninstallBukalapak. Penelitian ini menggunakan teori brand personality dari Aaker sebagai alat analisis utama yang meliputi dimensi sincerity, excitement, competence, sophistication, dan ruggedness. Temuan dalam dua set data menunjukkan bahwa dimensi yang paling banyak muncul adalah sincerity sebesar 68,3% dan 76,5%, excitement sebesar 75,6% dan 52,9%, dan competence sebesar 82,9% dan 76,5%, sedangkan jumlah konten setelah fenomena #UninstallBukalapak berkurang secara signifikan.