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.



Citation:

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.

Authors

Eun-Jung Lee, Kent State University, USA



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Exploring Consumers’ Technology Dreams and Nightmares: A Collage-Elicitation Study

Céline Del Bucchia, Audencia Business School
CAROLINE LANCELOT-MILTGEN, Audencia Business School
Cristel Russell, American University, USA
Burlat Claire, Audencia Business School

Read More

Featured

System Justification and the Preference for Atavistic Products

Minju Han, Yale University, USA
George Newman, Yale University, USA

Read More

Featured

Visual Perceptual Research in Marketing

Kevin L. Sample, University of Georgia, USA
Henrik Hagtvedt, Boston College, USA
S. Adam Brasel, Boston College, 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.