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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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 hos...

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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 2022-06-01
Series:Journal of Open Innovation: Technology, Market and Complexity
Subjects:
Airbnb
brand personality
consumer involvement
institutional trust
brand trust
Online Access:https://www.mdpi.com/2199-8531/8/3/104

Internet

https://www.mdpi.com/2199-8531/8/3/104

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