In contemporary marketing, brand personality has become a crucial component for brand performance. This study identifies significant research gaps regarding brand personality and addresses them through empirical analyses. The focus is on two primary research objectives: first, to identify the performance implications of brand personality, and second, to enhance understanding of brand personality implementation. Utilizing a dyadic empirical study involving brand managers and consumers, the research conceptually discusses and empirically analyzes the performance implications of brand personality, the role of specific branding activities and marketing variables in implementing an intended brand personality, and the impact of the alignment between brand personality and consumer personality on brand performance. The findings offer valuable insights for managers on creating and positioning a brand and its personality. Overall, this work contributes to the understanding of how brand personality influences marketing strategies and outcomes, while also providing academic and managerial implications for effective brand management.
