The Relationship between Brand Equity and Brand Personality-A Case Study of Popmart Blind Box

Blind boxes have recently seen rising popularity, with POPMART blind box products standing out among various brands. This study seeks to examine whether there is a relationship between brand equity and brand personality, particularly in the context of POPMART brand. Utilizing a quantitative research approach, the researchers conducted a questionnaire survey on 238 blind box consumers aged 18-25 through cross-sectional sampling. The data collected were analyzed using the Smart-PLS tool (PLS-SEM). The results indicate a strong relationship between the four dimensions of BAV theory associated with brand personality, as assessed by Khan's brand equity tool: differentiation (r = 0.836), esteem (r = 0.779), knowledge (r = 0.737), relevance (r = 0.887). Large coefficient determination (R=0.813) indicates a high goodness fit for the model. In conclusion, there is a strong relationship between all four dimensions of Khan's brand equity BAV and Brand personality.