Purpose The purpose of the study was to explore the brand personality traits associated with the Caribbean carnival festival and examine the influence of these traits on brand equity. Design/methodology/approach A quantitative research design was employed, and two studies were carried out. Study 1 (n = 103) identified the distinctive personality dimensions associated with the carnival festival. Building on these findings, Study 2 (n = 247) tested the research hypotheses by examining the relationships between these personality traits and two components of brand equity: brand awareness and brand image. Data were analyzed using principal component factor analysis and structural equation modeling. Findings The results identified 41 personality traits and three dimensions: euphoric, alluring, and electrifying. Notably, the euphoric dimension was found to have a positive, significant effect on brand equity by enhancing both brand awareness and brand image. Originality/value These findings uncovered the brand personality traits associated with Caribbean carnival cultural festivals and show how specific personality dimensions contribute to brand equity. This study is among the first to identify the unique personality dimensions of the Caribbean carnival festival and demonstrate their effects on brand equity through brand awareness and brand image.
Rambocas et al. (Mon,) studied this question.