A Longitudinal Study of the Brand Equity and Personality Metrics of President
Abstract
In this study, a multidimensional brand equity construct and a brand personality construct were employed to compare the brand strength of Candidate Donald Trump and President Donald Trump among registered voters. The study was conducted as a continuation of prior research to determine if there was a change in any of these metrics after Trump had been president for over three years. The result was a significant increase in brand equity and little or no change in brand personality.