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

Detalhes bibliográficos
Autor(a) principal: Moreno, Lucas
Data de Publicação: 2021
Outros Autores: Demo, Gisela, Rocha, Thelma Valéria, Scussel, Fernanda
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Internext
Texto Completo: https://internext.espm.br/internext/article/view/670
Resumo: 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 and users’ loyalty to virtual brands.Method: Survey with 580 users of ride apps, using structural equation modeling to test the prediction of brand personality on user’s loyalty.Results: The present research depicts the intangible aspects of the relationship between users and brands in the digital environment, revealing the personality traits of virtual brands and the impact on customer loyalty in the context of the sharing economy. Credibility and audacity are the most prominent characteristics of virtual brands, being credibility, reflecting the users’ trust in the brand, the main driver of loyalty.Contributions: These findings contribute to the relationship marketing body of knowledge; in a sense, it provides information about how customers relate to their favorite virtual brands and indicates an antecedent of relationship marketing. Customer brand relationship studies also benefit from our results since we suggest important factors that enable positive associations about a brand in consumers’ minds.Relevance/Originality: This study represents a seminal step in investigating the relational aspects of the interaction between users and virtual brands in the sharing economy, which has brought the need to rethink brand management and brand positioning in the context of virtual brands.
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spelling Take a Ride on Credibility: The Role of Brand Personality in Users’ Loyalty to Virtual Brands in the Sharing EconomyCustomer Relationship ManagementLoyaltyBrand PersonalityVirtual BrandsSharing EconomyObjective: 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 and users’ loyalty to virtual brands.Method: Survey with 580 users of ride apps, using structural equation modeling to test the prediction of brand personality on user’s loyalty.Results: The present research depicts the intangible aspects of the relationship between users and brands in the digital environment, revealing the personality traits of virtual brands and the impact on customer loyalty in the context of the sharing economy. Credibility and audacity are the most prominent characteristics of virtual brands, being credibility, reflecting the users’ trust in the brand, the main driver of loyalty.Contributions: These findings contribute to the relationship marketing body of knowledge; in a sense, it provides information about how customers relate to their favorite virtual brands and indicates an antecedent of relationship marketing. Customer brand relationship studies also benefit from our results since we suggest important factors that enable positive associations about a brand in consumers’ minds.Relevance/Originality: This study represents a seminal step in investigating the relational aspects of the interaction between users and virtual brands in the sharing economy, which has brought the need to rethink brand management and brand positioning in the context of virtual brands.Escola Superior de Propaganda e Marketing - ESPM2021-05-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://internext.espm.br/internext/article/view/67010.18568/internext.v16i2.670Internext - International Business and Management Review ; Vol. 16 No. 2 (2021): Maio - Agosto; 221-237Internext; v. 16 n. 2 (2021): Maio - Agosto; 221-2371980-4865reponame:Internextinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMenghttps://internext.espm.br/internext/article/view/670/pdfCopyright (c) 2021 Internextinfo:eu-repo/semantics/openAccessMoreno, LucasDemo, GiselaRocha, Thelma ValériaScussel, Fernanda2023-06-06T20:23:28Zoai:ojs.emnuvens.com.br:article/670Revistahttps://internext.espm.br/internextPRIhttps://internext.espm.br/internext/oaiinternext@espm.br1980-48651980-4865opendoar:2023-06-06T20:23:28Internext - Escola Superior de Propaganda e Marketing (ESPM)false
dc.title.none.fl_str_mv Take a Ride on Credibility: The Role of Brand Personality in Users’ Loyalty to Virtual Brands in the Sharing Economy
title Take a Ride on Credibility: The Role of Brand Personality in Users’ Loyalty to Virtual Brands in the Sharing Economy
spellingShingle Take a Ride on Credibility: The Role of Brand Personality in Users’ Loyalty to Virtual Brands in the Sharing Economy
Moreno, Lucas
Customer Relationship Management
Loyalty
Brand Personality
Virtual Brands
Sharing Economy
title_short Take a Ride on Credibility: The Role of Brand Personality in Users’ Loyalty to Virtual Brands in the Sharing Economy
title_full Take a Ride on Credibility: The Role of Brand Personality in Users’ Loyalty to Virtual Brands in the Sharing Economy
title_fullStr Take a Ride on Credibility: The Role of Brand Personality in Users’ Loyalty to Virtual Brands in the Sharing Economy
title_full_unstemmed Take a Ride on Credibility: The Role of Brand Personality in Users’ Loyalty to Virtual Brands in the Sharing Economy
title_sort Take a Ride on Credibility: The Role of Brand Personality in Users’ Loyalty to Virtual Brands in the Sharing Economy
author Moreno, Lucas
author_facet Moreno, Lucas
Demo, Gisela
Rocha, Thelma Valéria
Scussel, Fernanda
author_role author
author2 Demo, Gisela
Rocha, Thelma Valéria
Scussel, Fernanda
author2_role author
author
author
dc.contributor.author.fl_str_mv Moreno, Lucas
Demo, Gisela
Rocha, Thelma Valéria
Scussel, Fernanda
dc.subject.por.fl_str_mv Customer Relationship Management
Loyalty
Brand Personality
Virtual Brands
Sharing Economy
topic Customer Relationship Management
Loyalty
Brand Personality
Virtual Brands
Sharing Economy
description 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 and users’ loyalty to virtual brands.Method: Survey with 580 users of ride apps, using structural equation modeling to test the prediction of brand personality on user’s loyalty.Results: The present research depicts the intangible aspects of the relationship between users and brands in the digital environment, revealing the personality traits of virtual brands and the impact on customer loyalty in the context of the sharing economy. Credibility and audacity are the most prominent characteristics of virtual brands, being credibility, reflecting the users’ trust in the brand, the main driver of loyalty.Contributions: These findings contribute to the relationship marketing body of knowledge; in a sense, it provides information about how customers relate to their favorite virtual brands and indicates an antecedent of relationship marketing. Customer brand relationship studies also benefit from our results since we suggest important factors that enable positive associations about a brand in consumers’ minds.Relevance/Originality: This study represents a seminal step in investigating the relational aspects of the interaction between users and virtual brands in the sharing economy, which has brought the need to rethink brand management and brand positioning in the context of virtual brands.
publishDate 2021
dc.date.none.fl_str_mv 2021-05-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://internext.espm.br/internext/article/view/670
10.18568/internext.v16i2.670
url https://internext.espm.br/internext/article/view/670
identifier_str_mv 10.18568/internext.v16i2.670
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://internext.espm.br/internext/article/view/670/pdf
dc.rights.driver.fl_str_mv Copyright (c) 2021 Internext
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2021 Internext
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing - ESPM
publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing - ESPM
dc.source.none.fl_str_mv Internext - International Business and Management Review ; Vol. 16 No. 2 (2021): Maio - Agosto; 221-237
Internext; v. 16 n. 2 (2021): Maio - Agosto; 221-237
1980-4865
reponame:Internext
instname:Escola Superior de Propaganda e Marketing (ESPM)
instacron:ESPM
instname_str Escola Superior de Propaganda e Marketing (ESPM)
instacron_str ESPM
institution ESPM
reponame_str Internext
collection Internext
repository.name.fl_str_mv Internext - Escola Superior de Propaganda e Marketing (ESPM)
repository.mail.fl_str_mv internext@espm.br
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