The Mediating Role of Self-image Congruence and Perceived Product Quality on the Relationship Between Brand Personality and Brand Equity in the Belgian Beer Market

This study highlights the relationship between brand personality (BP) and customer-based brand equity (CBBE) regarding brand commitment and preference by examining the mediating role of self-image congruence and perceived product quality in the beer market. Thus, we make some significant contributions to the existing literature on BP by applying the BP concept to beer brands and by including the mediating role of self-image congruence, which has been limitedly addressed in previous studies. Further, the impact of BP is contrasted with perceived product quality, which offers brand managers insight into what kind of associations they must pursue. Data were collected from 322 student legal-age beer drinkers (age = 21.3, SD = 1.5, Female = 45%), who evaluated 2 out of 4 leading Belgian national beer brands, yielding 644 brand observations. Our PLS path model results show that the impact of BP factors on brand equity in the beer market is fully mediated by self-image congruence and perceived product quality. Both self-image congruence and perceived product quality significantly affect brand equity. The BP dimension activity reveals the most substantial total effect, given its impact on self-image congruence and perceived product quality. Also, the BP factor responsibility influences brand equity. The message is clear. For a national beer brand to stay relevant amongst young adults, it must convey a dynamic, active, and innovative BP while paying attention to its perceived quality. Other potential routes are to communicate facets of responsibility.