Brand personality determines values-the integrated perspective of the brand value creation process

Puntos clave

• Brand personality significantly influences brand value, shaping how consumers perceive and connect with brands.
• Key evidence indicates that a strong brand personality positively affects consumer loyalty and preference.
• This analysis uses an integrated perspective to examine the brand value creation process across various industries.
• Findings highlight the importance of aligning brand personality with consumer values for effective marketing and brand strategy.