Cultural Factors That Impact Brand Personification Strategy Effectiveness


  • Alexandra Aguirre-Rodriguez

    Corresponding author
    1. Florida International University
    • Correspondence regarding this article should be sent to: Alexandra Aguirre-Rodriguez, Marketing Department, College of Business Administration, Florida International University, 11200 SW 8th Street, Modesto Maidique Campus, RB308A, Miami, FL 33199-0001 (

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A brand personification is a human-like portrayal of a product or brand that is designed to associate the brand with certain human characteristics. Brand personifications, such as fictional human characters (e.g., Mr. Clean), human-like brand characters (e.g., Pillsbury doughboy), and product animations (e.g., M&M's characters), portray human-like personality characteristics intended to shape consumers’ brand images. However, a brand personification strategy that appeals to consumers in one cultural context will not necessarily appeal to consumers in another cultural context. To explore cultural factors impacting brand personification strategies, a literature review was conducted. Ten research propositions were developed for future research and managerial implications were discussed.