دانلود مقاله تجزیه و تحلیل تاثیر شخصیت برند Airbnb
چکیده
مقدمه
مروری بر مطالعات پیشین
روش شناسی
تجزیه و تحلیل داده ها و نتایج
نتیجه گیری
منابع
Abstract
Introduction
Literature Review
Methodology
Data Analysis and Results
Conclusions
References
چکیده
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توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.
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.
Introduction
Airbnb is one of the leading businesses in the hospitality industry, and is one of the fastest growing corporations in sharing economy services. The brand operates on a marketplace platform, and connects travelers with hosts all over the world. Trust is essential for purchase intentions, particularly online, and the degree of involvement determines whether or not the brand is committed to its promises. In the context of Airbnb, users pay for their services online, and are allowed to present reviews for future travelers. Unlike other business models, Airbnb has to preserve its image by providing innovative and quality services for travelers, especially in the hospitality industry, where the product attributes only differ slightly [1]. With Airbnb’s rapid growth, the aspects of brand personality become critical when establishing a positive brand image and positioning the company as a platform that provides unique experiences to its users and possesses a distinct identity [2,3]. For that matter, the examination of Airbnb’s brand personality and other behavioral factors can contribute to maintaining the prestige of the brand and enhancing the quality of its services [4,5] through open innovation processes. The case study of Airbnb developed by Schivinski et al. (2020) [6] about social media brand engagement in the context of collaborative consumption reveal that a hedonic brand image influences behavioral engagement on social media, and brand equity mediates the relationship between the functional brand image, consumption, contribution, and creation of social media brand-related content.
Conclusions
Due to difficulties for hospitality brands to distinguish themselves through product quality, brand personality is an important tool for Airbnb to differentiate itself from other brands. The aim of this study was to investigate the influence of brand personality on consumer involvement and institutional trust in the context of Airbnb. To accomplish this, a survey was conducted in which brand personality, consumer involvement, and institutional trust were examined in relation to Airbnb. The findings are expected to shed some light on the effects Airbnb’s brand personality has on its customers, and are, therefore, expected to provide Airbnb marketers the knowledge of what dimensions of brand personality are most important to Airbnb.
H1. The brand personality of Airbnb has an influence on consumer involvement with the brand.
H2. The brand personality of Airbnb has a positive effect on institutional trust.
H3. There is a relationship between consumer involvement with the Airbnb brand and institutional trust.
Trendy
Unique
Exciting
Sincere
Reliable
Honest
Masculine
Rugged
Tough
Glamorous
Upper-class
Charming
Leader
Confident
Successful
Honest
Masculine
Rugged
Tough