DOAJ Open Access 2022

Analysis of the Impact of Airbnb Brand Personality on Consumer Involvement and Institutional Trust

António Cardoso Augustė Paulauskaitė Hajar Hachki Jorge Figueiredo Isabel Oliveira +3 lainnya

Abstrak

ABSTRACT: In this study, Airbnb’s brand personality is explored in relation to its effects on consumer involvement and institutional trust. The objective of this paper is to fill a gap in marketing research by building up a solid understanding of the relationship between those constructs in the context of hospitality brands. The results of the study revealed that Airbnb’s brand personality is mostly associated with excitement, sincerity, and competence. Brand personality was shown to have effects on both consumer involvement and institutional trust, with competence having the biggest impact on consumer involvement, and institutional trust being under the most significant influence of sincerity. The results of this study present meaningful implications not only for the academic community, but also for marketing specialists focusing on branding strategies in the innovative context of sharing economy businesses.

Topik & Kata Kunci

Management. Industrial management Business

Penulis (8)

António Cardoso

Augustė Paulauskaitė

Hajar Hachki

Jorge Figueiredo

Isabel Oliveira

Reiville Rêgo

Rui Silva

Galvão Meirinhos

Format Sitasi

APA MLA BibTeX

Cardoso, A., Paulauskaitė, A., Hachki, H., Figueiredo, J., Oliveira, I., Rêgo, R. et al. (2022). Analysis of the Impact of Airbnb Brand Personality on Consumer Involvement and Institutional Trust. https://doi.org/10.3390/joitmc8030104

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Informasi Jurnal

Tahun Terbit: 2022
Sumber Database: DOAJ
DOI: 10.3390/joitmc8030104
Akses: Open Access ✓