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

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

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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 cont...

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Bibliographic Details
Main Authors: António Cardoso, Augustė Paulauskaitė, Hajar Hachki, Jorge Figueiredo, Isabel Oliveira, Reiville Rêgo, Rui Silva, Galvão Meirinhos
Format: Article
Language:English
Published: Elsevier 2022-09-01
Series:Journal of Open Innovation: Technology, Market and Complexity
Subjects:
Airbnb
brand personality
consumer involvement
institutional trust
brand trust
Online Access:http://www.sciencedirect.com/science/article/pii/S2199853122007053

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http://www.sciencedirect.com/science/article/pii/S2199853122007053

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