Table 2.

Results for Eqs. 1 and 2

	(1)	(2)	(3)
Variable name	Controls	BPDs	BPDs × Yeart
Familiarity	.064***	.060***	.061***
	(.004)	(.003)	(.003)
Usage	.252***	.228***	.211***
	(.015)	(.012)	(.012)
Preference	− .089***	− .103***	− .091***
	(.014)	(.012)	(.012)
Value	.262***	.139***	.122***
	(.007)	(.006)	(.006)
Performance	.416***	.131***	.131***
	(.009)	(.008)	(.008)
Sincerity		.353***	.418***
		(.015)	(.018)
Excitement		.460***	.448***
		(.014)	(.021)
Competence		.434***	.423***
		(.015)	(.019)
Sophistication		.059***	.092***
		(.010)	(.014)
Ruggedness		.022***	.074***
		(.006)	(.009)
Sincerity × Yeart			Decreased over time
Excitement × Yeart			Increased over time
Competence × Yeart			Increased over time
Sophistication × Yeart			Decreased over time
Ruggedness × Yeart			Decreased over time
Constant	.230***	− 2.009***	− 2.275***
	(.064)	(.067)	(.079)
Year indicators (Yeart)	Included	Included	Included
Good/service category indicators	Included	Included	Included
Brand fixed effects	Included	Included	Included
Within R-squared	.483	.609	.627
Between R-squared	.753	.788	.759
Overall R-squared	.740	.798	.772
Likelihood ratio	18,692	25,613	26,810

n = 49,626 brand-year observations. The dependent variable is CBBE_it. The robust clustered standard errors are in brackets below the coefficients. Model 2 corresponds to Eq. 1 and Model 3 to Eq. 2. In Model 3, the coefficients for the effects of BPDs are the conditional effects of each BPD when Year_t equals zero; that is, the effect of each BPD in 2001. The BPD × Year_t interaction terms in Model 3 are reported in Fig. 2 and WA 3

^*** p ≤ .001; ** p ≤ .01; * p ≤ .05; + p ≤ .10