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, 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.