Theoretical Foundation of Brand Personality For Postmodern Branding Dynamics: a Critical Review and Research Agenda

Eun-Jung Lee, Kent State University, USA
This article attempts to contribute to a solid theoretical base for postmodern branding dynamics with a mediation of a popular market-oriented branding concept: brand personality. While re-illuminating market-oriented functions and common misconceptions about brand personality and discussing the limitation of its prevailing theoretical approach, a new and expansive conceptual ground has been suggested for brand personality upon the theory of consumption symbolism, a rising sub-stream in the consumer research literature, which speculates upon the meaning production and consumption in the postmodern marketplace. Based on its marketing-homegrown and interdisciplinary perspectives, some new research agendas have been suggested for the future academic approaches for deepening the academic understandings of the dynamics of brand personality and of the postmodern branding.
[ to cite ]:
Eun-Jung Lee (2009) ,"Theoretical Foundation of Brand Personality For Postmodern Branding Dynamics: a Critical Review and Research Agenda", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 886-887.