The evolution of brand personality: an application of online travel agencies

Abstract

Purpose

This study aims to assess how continuous outcomes of brand personality vary as a function of time and other predictors. Specifically, the author investigates the roles of brand trust on the direct influence of brand personality, resulting in brand loyalty.

Design/methodology/approach

Using a longitudinal study of online travel consumers, the author demonstrates that the process of brand evolution is related to the investigation of both temporal and carryover effects.

Findings

The findings show that the effect of the brand personality–brand trust linkage decreases over time and leads to the re-evaluation of three dimensions of brand personality when changes in consumers’ perceptions are involved in brand evaluations. Another interesting finding is that the carryover effects of these three dimensions of brand personality are much stronger and stable than the effects of brand personality and brand loyalty. Furthermore, this research uncovers the important boundary conditions for the effects of brand trust on the brand personality–brand loyalty linkage.

Originality/value

This study contributes to the growing literature on tourism management by examining both temporal and carryover effects and using the longitudinal approach. Thus, our study extends prior findings by examining the dynamics of brand personality as determinants of brand loyalty as they develop over time.

Citation

Ha, H.-Y. (2016), "The evolution of brand personality: an application of online travel agencies", Journal of Services Marketing, Vol. 30 No. 5, pp. 529-540. https://doi.org/10.1108/JSM-05-2015-0188