Built to last: the enduring nature of bank brand personality across a decade of change

Purpose This study aims to examine the temporal stability of bank brand personality perceptions over a decade marked by digital transformation, addressing a critical gap in the branding literature, where longitudinal evidence remains virtually absent. Design/methodology/approach A repeated cross-sectional design collected data from Croatian bank customers at two time points: 2015 (n = 310, face-to-face in branches) and 2025 (n = 394, online survey). Using Aaker's 42-item Brand Personality Scale, exploratory factor analysis identified dimensional structures in each period, followed by multi-group confirmatory factor analysis to test measurement invariance and compare latent means across time. Findings A five-factor structure was recovered in both periods, although the composition of individual factors was not identical; the 2015 structure served as the reference model for the invariance tests. Scalar measurement invariance was supported, although absolute fit indices fell below conventional thresholds; latent mean comparisons should therefore be interpreted as qualified evidence. No statistically significant differences were observed across any dimension, indicating that bank brand personality perceptions remained stable over ten years despite fundamental changes in service delivery. Research limitations/implications The repeated cross-sectional design and demographic differences between samples are key limitations. Findings contribute to institutional theory and brand resilience literature, demonstrating that brand personality functions as an enduring perceptual structure resistant to environmental disruption. Practical implications Brand personality represents a durable strategic asset worthy of long-term investment. Banks seeking repositioning should anticipate resistance, as perceptions appear deeply embedded in customer cognition even as service channels transform. Originality/value This is the first decade-long study of bank brand personality stability, providing novel empirical evidence for the institutional nature of brand perceptions in financial services.