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

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.


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.


Eun-Jung Lee, Kent State University, USA


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


The Journey That Makes Us: The Impact of Residential Mobility on Self-clarity and Consumer Motivation

Linying Sophie Fan, Hong Kong Polytechic University
Yajin Wang, University of Maryland, USA
Yuwei Jiang, Hong Kong Polytechic University

Read More


P3. Cash Costs You: The Pain of Holding

J Zenkic, University of Melbourne, Australia
Kobe Millet, Vrije Universiteit Amsterdam
Nicole Mead, University of Melbourne, Australia

Read More


Less Time, More Procrastination? The Impact of Time Pressure on Task Initiation

Jing Jiang, Renmin University of China
Alisa Yinghao Wu, Columbia University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.