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.

本研究使用面板数据集 (n = 49,626)，检验关于品牌个性维度 (BPD) 对基于客户的品牌资产 (CBBE) 的影响以及这种影响在 18 年期间的演变的相反假设。结果表明，平均而言，兴奋、能力和真诚的 BPD 对 CBBE 的积极影响要大于老练和粗鲁。此外，真诚、老练和粗犷对 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：兴奋度变化 1% 与 2001 年 CBBE 变化 0.45% 相关，而 . 2018 年 71% 的变化（增加 58%），而 1% 的能力变化与 2001 年 CBBE 的 0.42% 变化和 2018 年 0.60% 的变化（增加 43%）相关。这些影响如何因国家而异，