Brand Personality Studies in Brazil, Russia, India, China and South Africa (BRICS): A systematic Literature Review

Abstract

This paper presents a review of brand personality studies in Brazil, Russia, India, China and South Africa (BRICS) by applying a systematic literature review. Taylor and Francis, Google Scholar, Emerald, and ScienceDirect were the databases utilized in this review. A total of 46 articles covering a period from 2003 to 2022 were used as data source. The study used the deductive research approach and analyzed data using content analysis method. The study revealed that quantitative research approach, convenience sampling technique, structural equation modeling and the Big Five human personality framework have dominated brand personality research. The color of the product package, the shape of the product package, sensorial image and corporate image, perceived effectiveness of celebrity endorsement, power distance belief and business competence are antecedents of brand personality. The majority of studies established that self-congruency mediates the relationship between brand personality and other consumer and brand related variables. It was confirmed that ethnocentrism, country of origin image, self-image congruence and corporate-brand credibility moderate the relationships between brand personality and other consumer and brand related variables. The majority of studies support that purchase intention is the consequence of brand personality. It is recommended that brand management practitioners and stakeholders should fully utilize the factors that influence brand personality to differentiate themselves from their competitors. The study further recommends the use of non-probability sampling techniques, qualitative techniques and country-specific brand personality measurement scale in future studies.