Analysis of the Impact of Airbnb Brand Personality on Consumer Involvement and Institutional Trust
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...
| Main Authors: | , , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2022-06-01
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| Series: | Journal of Open Innovation: Technology, Market and Complexity |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2199-8531/8/3/104 |
| _version_ | 1797642142185684992 |
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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 | 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 | 2024-03-11T13:55:55Z |
| format | Article |
| id | doaj.art-2490d384a75444779be6120a1c60b0a5 |
| institution | Directory Open Access Journal |
| issn | 2199-8531 |
| language | English |
| last_indexed | 2024-03-11T13:55:55Z |
| publishDate | 2022-06-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Journal of Open Innovation: Technology, Market and Complexity |
| spelling | doaj.art-2490d384a75444779be6120a1c60b0a52023-11-02T06:53:43ZengElsevierJournal of Open Innovation: Technology, Market and Complexity2199-85312022-06-01810410410.3390/joitmc8030104Analysis 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, PortugalDepartment of Business and Communication Sciences (DBCS), University Fernando Pessoa, 4294-004 Porto, PortugalDepartment of Business and Communication Sciences (DBCS), University Fernando Pessoa, 4294-004 Porto, PortugalLusiada University, 4369-006 Porto, PortugalLusiada University, 4369-006 Porto, PortugalUniversidade Federal Rural da Amazônia/UFRA, Rod. PA 140, 2428-4822, Tomé-Açu 68680-000, PA, BrazilNECE—Research Center in Business Sciences, CETRAD Research Center, University of Trás-os-Montes and Alto Douro—UTAD, 5000-801 Vila Real, PortugalLABCOM-IFP Research Center, University of Trás-os-Montes and Alto Douro—UTAD, 5000-801 Vila Real, PortugalIn 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.https://www.mdpi.com/2199-8531/8/3/104Airbnbbrand 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 | https://www.mdpi.com/2199-8531/8/3/104 |
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