Analysis of the Impact of Airbnb Brand Personality on Consumer Involvement and Institutional Trust
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...
| Main Authors: | , , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2022-09-01
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| Series: | Journal of Open Innovation: Technology, Market and Complexity |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2199853122007053 |
| _version_ | 1797391826395594752 |
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| author | António Cardoso Augustė Paulauskaitė Hajar Hachki Jorge Figueiredo Isabel Oliveira Reiville Rêgo Rui Silva Galvão Meirinhos |
| author_facet | António Cardoso Augustė Paulauskaitė Hajar Hachki Jorge Figueiredo Isabel Oliveira Reiville Rêgo Rui Silva Galvão Meirinhos |
| author_sort | António Cardoso |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-08T23:39:17Z |
| format | Article |
| id | doaj.art-00840ed633154b099ff3abefe92819a0 |
| institution | Directory Open Access Journal |
| issn | 2199-8531 |
| language | English |
| last_indexed | 2024-03-08T23:39:17Z |
| publishDate | 2022-09-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Journal of Open Innovation: Technology, Market and Complexity |
| spelling | doaj.art-00840ed633154b099ff3abefe92819a02023-12-14T05:21:18ZengElsevierJournal of Open Innovation: Technology, Market and Complexity2199-85312022-09-0183104Analysis of the Impact of Airbnb Brand Personality on Consumer Involvement and Institutional TrustAntónio Cardoso0Augustė Paulauskaitė1Hajar Hachki2Jorge Figueiredo3Isabel Oliveira4Reiville Rêgo5Rui Silva6Galvão Meirinhos7Department of Business and Communication Sciences (DBCS), University Fernando Pessoa, 4294-004 Porto, Portugal; (A.C.); (A.P.); (H.H.)Department of Business and Communication Sciences (DBCS), University Fernando Pessoa, 4294-004 Porto, Portugal; (A.C.); (A.P.); (H.H.)Department of Business and Communication Sciences (DBCS), University Fernando Pessoa, 4294-004 Porto, Portugal; (A.C.); (A.P.); (H.H.)Lusiada University, 4369-006 Porto, Portugal; (J.F.); (I.O.)Lusiada University, 4369-006 Porto, Portugal; (J.F.); (I.O.)Universidade Federal Rural da Amazônia/UFRA, Rod. PA 140, 2428-4822, Tomé-Açu 68680-000, PA, Brazil;NECE—Research Center in Business Sciences, CETRAD Research Center, University of Trás-os-Montes and Alto Douro—UTAD, 5000-801 Vila Real, Portugal; Correspondence:LABCOM-IFP Research Center, University of Trás-os-Montes and Alto Douro—UTAD, 5000-801 Vila Real, Portugal;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.http://www.sciencedirect.com/science/article/pii/S2199853122007053Airbnbbrand personalityconsumer involvementinstitutional trustbrand trust |
| spellingShingle | António Cardoso Augustė Paulauskaitė Hajar Hachki Jorge Figueiredo Isabel Oliveira Reiville Rêgo Rui Silva Galvão Meirinhos Analysis of the Impact of Airbnb Brand Personality on Consumer Involvement and Institutional Trust Journal of Open Innovation: Technology, Market and Complexity Airbnb brand personality consumer involvement institutional trust brand trust |
| title | Analysis of the Impact of Airbnb Brand Personality on Consumer Involvement and Institutional Trust |
| title_full | Analysis of the Impact of Airbnb Brand Personality on Consumer Involvement and Institutional Trust |
| title_fullStr | Analysis of the Impact of Airbnb Brand Personality on Consumer Involvement and Institutional Trust |
| title_full_unstemmed | Analysis of the Impact of Airbnb Brand Personality on Consumer Involvement and Institutional Trust |
| title_short | Analysis of the Impact of Airbnb Brand Personality on Consumer Involvement and Institutional Trust |
| title_sort | analysis of the impact of airbnb brand personality on consumer involvement and institutional trust |
| topic | Airbnb brand personality consumer involvement institutional trust brand trust |
| url | http://www.sciencedirect.com/science/article/pii/S2199853122007053 |
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