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EMAC 2023 Regional Conference

Mapping Brand Personification: A Systematic Cartography of the Literature

Published: November 22, 2023


Pavlina Katiaj, Athens University of Economics and Business; Anastasios Koukopoulos, Athens University of Economics and Business; Timoleon Farmakis, Athens University of Economics and Business; Adam Vrechopoulos, Athens University of Economics and Business, School of Business, Department of Management Science and Technology; Katerina Pramatari, Athens University of Economics and Business


Brand personification is a widely used marketing strategy that involves assigning human-like qualities to a brand in order to create a unique and relatable brand personality. Concerning the different strategies of brand personification that can be used, such as anthropomorphic, zoomorphic, and teramorphic brand personification, in addition to the plethora of frameworks and theories, this study aims to fill the current lack of systematic categorization in the field. This study presents a mapping review of the existing academic literature on brand personification and classify the different approaches based on their characteristics and applications. Our classification provides a framework for marketers and researchers to understand the different types of brand personification and their potential applications. Moreover, the study's findings reveal the existing research gaps in brand personification literature and provide perspectives for future research.