How has the effect of brand personality on customer-based brand equity changed over time? Longitudinal evidence from a panel data set spanning 18 years

Using a panel data set (n = 49,626), this research tests opposing hypotheses about the influence of brand personality dimensions (BPDs) on customer-based brand equity (CBBE) and the evolution of this influence over an 18-year period. The results show that, on average, the BPDs of excitement, compete...

Full description

Saved in:
Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2023-05, Vol.51 (3), p.598-616
Main Authors: Luffarelli, Jonathan, Delre, Sebastiano A., Landgraf, Polina
Format: Article
Language:English
Subjects:
Amusement parks
Brand equity
Business and Management
Customers
Datasets
Employee behavior
Hypotheses
Logos
Longitudinal studies
Marketing
Original Empirical Research
Purchase intention
Social Sciences
Trends
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Using a panel data set (n = 49,626), this research tests opposing hypotheses about the influence of brand personality dimensions (BPDs) on customer-based brand equity (CBBE) and the evolution of this influence over an 18-year period. The results show that, on average, the BPDs of excitement, competence, and sincerity have more positive effects on CBBE than sophistication and ruggedness. Furthermore, the effects of sincerity, sophistication, and ruggedness on CBBE have declined over time while the effects of excitement and competence have grown more positive: A 1% change in excitement is associated with a .45% change in CBBE in 2001 and a .71% change in 2018 (a 58% increase), while a 1% change in competence is associated with a .42% change in CBBE in 2001 and a .60% change in 2018 (a 43% increase). How these effects vary between countries, industry sectors, and brand types is also explored.
ISSN:0092-0703
1552-7824
DOI:10.1007/s11747-022-00895-2