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

Jonathan Luffarelli (), Sebastiano A. Delre () and Polina Landgraf ()
Additional contact information
Jonathan Luffarelli: Montpellier Business School
Sebastiano A. Delre: Montpellier Business School
Polina Landgraf: University of Virginia, McIntire School of Commerce

Journal of the Academy of Marketing Science, 2023, vol. 51, issue 3, No 5, 598-616

Abstract: Abstract 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.

Keywords: Brand personality; Customer-based brand equity; Panel data (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1007/s11747-022-00895-2 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:joamsc:v:51:y:2023:i:3:d:10.1007_s11747-022-00895-2

Ordering information: This journal article can be ordered from
https://www.springer ... gement/journal/11747

DOI: 10.1007/s11747-022-00895-2

Access Statistics for this article

Journal of the Academy of Marketing Science is currently edited by John Hulland, Anne Hoekman and Mark Houston

More articles in Journal of the Academy of Marketing Science from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().