ABSTRACT
This chapter aims to provide a review of brand personality research in the context of destination marketing, discussing at the same time its measurement, antecedents and consequences. The review of the literature shows that Aaker’s (1997) model has been the most widely used in the tourism field. However, and in line with critique developed in the general marketing literature, there does not seem to be a general agreement on the number and nature of brand personality dimensions used in tourism organisations. Limited research exists in terms of the antecedents of brand personality. Brand user imagery, perceived service quality and product price are the main factors tested as antecedents of brand personality perceptions. Several positive behavioural outcomes of brand personality were reported in the literature, such as consumer preferences, emotions, trust and loyalty. In the final section of the chapter a discussion on the marketing implications of personality research is made. The chapter concludes that brand personality in the hospitality and tourism field is an area that deserves further research.
