The Magical World of Disney: building relationships with clients from the brand personality

Detalhes bibliográficos
Autor(a) principal: Nobre, Gabriela
Data de Publicação: 2020
Outros Autores: Demo, Gisela, Scussel, Fernanda, Watanabe, Eluiza
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: https://tmstudies.net/index.php/ectms/article/view/1158
Resumo: The purpose of this article is to evaluate the relationship between the brand personality attributed to Disney by consumers and how it affects the perception of their relationship with the brand. This quantitative study presents a survey with 283 Brazilian visitors from Disney parks. The Structural Equation Modeling was used, confirming the prediction relationship between brand personality and relationship perception. The results show that Credibility, Sensitivity, Audacity and Sophistication influence the client’s relationship perception with Disney brand. Among them, Credibility dimension was the main predictor. Our discussion contributes with the body of knowledge of relationship marketing and branding, especially in identifying the nature of the relation between these marketing variables.
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spelling The Magical World of Disney: building relationships with clients from the brand personalityThe purpose of this article is to evaluate the relationship between the brand personality attributed to Disney by consumers and how it affects the perception of their relationship with the brand. This quantitative study presents a survey with 283 Brazilian visitors from Disney parks. The Structural Equation Modeling was used, confirming the prediction relationship between brand personality and relationship perception. The results show that Credibility, Sensitivity, Audacity and Sophistication influence the client’s relationship perception with Disney brand. Among them, Credibility dimension was the main predictor. Our discussion contributes with the body of knowledge of relationship marketing and branding, especially in identifying the nature of the relation between these marketing variables.University of Algarve2020-01-31info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://tmstudies.net/index.php/ectms/article/view/1158Revista Encontros Científicos - Tourism & Management Studies; v. 16 n. 1 (2020); 39-49Tourism & Management Studies; Vol. 16 N.º 1 (2020); 39-49Tourism & Management Studies; Vol. 16 No. 1 (2020); 39-49Revista Encontros Científicos - Tourism & Management Studies; Vol. 16 Núm. 1 (2020); 39-492182-8466reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttps://tmstudies.net/index.php/ectms/article/view/1158https://tmstudies.net/index.php/ectms/article/view/1158/pdf_240Copyright (c) 2020 Tourism & Management Studiesinfo:eu-repo/semantics/openAccessNobre, GabrielaDemo, GiselaScussel, FernandaWatanabe, Eluiza2024-01-17T15:29:44Zoai:ojs.pkp.sfu.ca:article/1158Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T00:56:32.100676Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The Magical World of Disney: building relationships with clients from the brand personality
title The Magical World of Disney: building relationships with clients from the brand personality
spellingShingle The Magical World of Disney: building relationships with clients from the brand personality
Nobre, Gabriela
title_short The Magical World of Disney: building relationships with clients from the brand personality
title_full The Magical World of Disney: building relationships with clients from the brand personality
title_fullStr The Magical World of Disney: building relationships with clients from the brand personality
title_full_unstemmed The Magical World of Disney: building relationships with clients from the brand personality
title_sort The Magical World of Disney: building relationships with clients from the brand personality
author Nobre, Gabriela
author_facet Nobre, Gabriela
Demo, Gisela
Scussel, Fernanda
Watanabe, Eluiza
author_role author
author2 Demo, Gisela
Scussel, Fernanda
Watanabe, Eluiza
author2_role author
author
author
dc.contributor.author.fl_str_mv Nobre, Gabriela
Demo, Gisela
Scussel, Fernanda
Watanabe, Eluiza
description The purpose of this article is to evaluate the relationship between the brand personality attributed to Disney by consumers and how it affects the perception of their relationship with the brand. This quantitative study presents a survey with 283 Brazilian visitors from Disney parks. The Structural Equation Modeling was used, confirming the prediction relationship between brand personality and relationship perception. The results show that Credibility, Sensitivity, Audacity and Sophistication influence the client’s relationship perception with Disney brand. Among them, Credibility dimension was the main predictor. Our discussion contributes with the body of knowledge of relationship marketing and branding, especially in identifying the nature of the relation between these marketing variables.
publishDate 2020
dc.date.none.fl_str_mv 2020-01-31
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://tmstudies.net/index.php/ectms/article/view/1158
url https://tmstudies.net/index.php/ectms/article/view/1158
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://tmstudies.net/index.php/ectms/article/view/1158
https://tmstudies.net/index.php/ectms/article/view/1158/pdf_240
dc.rights.driver.fl_str_mv Copyright (c) 2020 Tourism & Management Studies
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Tourism & Management Studies
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv University of Algarve
publisher.none.fl_str_mv University of Algarve
dc.source.none.fl_str_mv Revista Encontros Científicos - Tourism & Management Studies; v. 16 n. 1 (2020); 39-49
Tourism & Management Studies; Vol. 16 N.º 1 (2020); 39-49
Tourism & Management Studies; Vol. 16 No. 1 (2020); 39-49
Revista Encontros Científicos - Tourism & Management Studies; Vol. 16 Núm. 1 (2020); 39-49
2182-8466
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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