Brand personality: A meta-analytic review of antecedents and consequences

  title={Brand personality: A meta-analytic review of antecedents and consequences},
  author={Martin Eisend and Nicola E. Stokburger-Sauer},
  journal={Marketing Letters},
This article presents a meta-analysis on brand personality (BP) by investigating the antecedents and consequences of the BP dimensions of sincerity, excitement, competence, sophistication, and ruggedness, as suggested by Aaker (Journal of Marketing Research 34:347–356, 1997). The authors synthesize the results from 76 independent samples in 56 studies. The meta-analysis finds several new empirical generalizations about BP. First, the key drivers of BP are communication with hedonic benefit… 

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