Brand personification is a vital concept in marketing communication, wherein brands are endowed with human attributes to create a relatable, living persona. This practice, spanning various aspects of human characteristics, enables brands to establish a deeper connection with consumers. This paper delves into the intricate world of brand personification, shedding light on its diverse manifestations and its significance in marketing strategy.
Open-access article — free to read and share.
Continental Scholarly Publications applies rigorous double-blind peer review to every submission. Our expert editorial board ensures your work meets the highest standards of scholarship before reaching an international readership.