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.

IF 9.5 1区管理学 Q1 BUSINESS Journal of the Academy of Marketing Science Pub Date : 2023-01-01 DOI:10.1007/s11747-022-00895-2

Jonathan Luffarelli, Sebastiano A Delre, Polina Landgraf

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引用次数: 4

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.

Supplementary information: The online version contains supplementary material available at 10.1007/s11747-022-00895-2.

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品牌个性对以顾客为基础的品牌资产的影响是如何随时间变化的?来自18年面板数据集的纵向证据。

使用面板数据集(n = 49,626)，本研究检验了关于品牌个性维度(bpd)对基于客户的品牌资产(CBBE)的影响的对立假设，以及这种影响在18年期间的演变。结果表明，平均而言，兴奋、胜任和真诚的bpd对CBBE的积极影响大于老练和粗犷。此外，真诚、成熟和坚固对CBBE的影响随着时间的推移而下降，而兴奋和能力的影响变得更加积极:兴奋程度变化1%，CBBE在2001年变化0.45%，在2018年变化0.71%(增加58%)，而能力变化1%，CBBE在2001年变化0.42%，在2018年变化0.60%(增加43%)。研究还探讨了这些影响在不同国家、行业部门和品牌类型之间的差异。补充信息:在线版本包含补充资料，可在10.1007/s11747-022-00895-2获得。

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来源期刊

Journal of the Academy of Marketing Science BUSINESS-

CiteScore

30.00

自引率

7.10%

发文量

期刊介绍： JAMS, also known as The Journal of the Academy of Marketing Science, plays a crucial role in bridging the gap between scholarly research and practical application in the realm of marketing. Its primary objective is to study and enhance marketing practices by publishing research-driven articles. When manuscripts are submitted to JAMS for publication, they are evaluated based on their potential to contribute to the advancement of marketing science and practice.