Take a Ride on Credibility: The Role of Brand Personality in Users’ Loyalty to Virtual Brands in the Sharing Economy

Take a Ride on Credibility: The Role of Brand Personality in Users’ Loyalty to Virtual Brands in the Sharing Economy

Objective: Although the sharing economy is a global phenomenon, being  a path to create international brands with a worldwide customer reach, the relationship between virtual brands and users’ in this new sector remains underexplored, leading us to investigate the relation between brand personality...

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Bibliographic Details
Main Authors: Lucas Moreno, Gisela Demo, Thelma Valéria Rocha, Fernanda Scussel
Format: Article
Language:English
Published: Escola Superior de Propaganda e Marketing - ESPM 2021-05-01
Series:Internext: Revista Eletrônica de Negócios Internacionais
Subjects:
Customer Relationship Management
Loyalty
Brand Personality
Virtual Brands
Sharing Economy
Online Access:https://internext.espm.br/internext/article/view/670

Internet

https://internext.espm.br/internext/article/view/670

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