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

Authors

  • Lucas Moreno Universidade de Brasília (UnB) https://orcid.org/0000-0003-4764-2652
  • Gisela Demo Universidade de Brasília (UnB)
  • Thelma Valéria Rocha Escola Superior de Propaganda e Marketing (ESPM)
  • Fernanda Scussel Universidade Federal de Santa Catarina (UFSC)

DOI:

https://doi.org/10.18568/internext.v16i2.670

Keywords:

Customer Relationship Management, Loyalty, Brand Personality, Virtual Brands, Sharing Economy

Abstract

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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Author Biographies

Lucas Moreno, Universidade de Brasília (UnB)

Mestre em Administração

Gisela Demo, Universidade de Brasília (UnB)

Professora do Programa de Pós-Graduação em Administração da UnB

Thelma Valéria Rocha, Escola Superior de Propaganda e Marketing (ESPM)

Professora do Programa de Pós-Graduação da ESPM

Fernanda Scussel, Universidade Federal de Santa Catarina (UFSC)

Doutora em Administração

References

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Ahmad, A., & Thyagaraj, K. S. (2017). An empirical comparison of two brand personality scales: Evidence from India. Journal of Retailing and Consumer Services, 36(January), 86–92.

Akhmedova, A., Marimon, F., & Mas-Machuca, M. (2020). Winning strategies for customer loyalty in the sharing economy: A mixed-methods study. Journal of Business Research, 112, 33–44.

Arnone, L., Colot, O., Croquet, M., Geerts, A., & Pozniak, L. (2010). Company Managed Virtual Communities in Global Brand Strategy. Global Journal of Business Research, 4(2), 97–102.

Baloglu, S., Henthorne, T. L., & Sahin, S. (2014). Destination Image and Brand Personality of Jamaica: A Model of Tourist Behavior. Journal of Travel and Tourism Marketing, 31(8), 1057–1070.

Becheur, I., Bayarassou, O., & Ghrib, H. (2017). Beyond Brand Personality: Building Consumer–Brand Emotional Relationship. Global Business Review, 18(3_suppl), S128–S144.

Bosnjak, M., Bochmann, V., & Hufschmidt, T. (2007). Dimensions of Brand Personality Attributions: a Person-Centric Aproach in the German Cultural Context. Social Behavior and Personality: An International Journal, 35(3), 303–316.

Brito, C. (2010). Uma abordagem relacional ao valor da marca. Revista Portuguesa e Brasileira de Gestão, 9(1–2), 49–63.

Bugshan, H., & Attar, R. W. (2020). Social commerce information sharing and their impact on consumers. Technological Forecasting and Social Change, 153, 119875.

Cambra-Fierro, J. J., Centeno, E., Olavarria, A., & Vazquez-Carrasco, R. (2017). Success factors in a CRM strategy: technology is not all. Journal of Strategic Marketing, 25(4), 316–333.

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Demo, G., Watanabe, E., Chauvet, D., & Rozzett, K. (2017). Customer Relationshio Management Scale for th2 B2C Market: A Cross-cultural Comparison. RAM. Revista de Administração Mackenzie, 18(3), 42–69.

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Kline, R. (2011). Convergence of Structural Equation Modeling and Multilevel Modeling. In The SAGE Handbook of Innovation in Social Research Methods (pp. 562–589).

Kumar, V., Lahiri, A., & Dogan, O. B. (2018). A strategic framework for a profitable business model in the sharing economy. Industrial Marketing Management, 69(April), 147–160.

Lau, H., Nakandala, D., Samaranayake, P., & Shum, P. K. (2016). BPM for supporting customer relationship and profit decision. Business Process Management Journal, 22(1), 231–255.

Lima, V. M., Irigaray, H. A. R., & Lourenco, C. (2019). Consumer engagement on social media: insights from a virtual brand community. Qualitative Market Research: An International Journal, 22(1), 14–32.

Liu, Z., Huang, S., Hallak, R., & Liang, M. (2016). Chinese consumers’ brand personality perceptions of tourism real estate firms. Tourism Management, 52, 310–326.

Łukowski, W. (2017). The role of knowledge management in mobile marketing. Marketing Instytucji Naukowych i Badawczych, 3(25), 135–155.

Lutz, C., & Newlands, G. (2018). Consumer segmentation within the sharing economy: The case of Airbnb. Journal of Business Research, 88(December 2017), 187–196.

Maehle, N., Otnes, C., & Supphellen, M. (2011). Consumers’ perceptions of the dimensions of brand personality. Journal of Consumer Behaviour, 10(5), 290–303.

Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing customer relationships in the social media era: Introducing the social CRM house. Journal of Interactive Marketing, 27(4), 270–280.

Aaker, J. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347–356.

Aaker, J., Benet-Martínez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constucts. Journal of Personality and Social Psychology, 81(3), 492–508.

Ahmad, A., & Thyagaraj, K. S. (2017). An empirical comparison of two brand personality scales: Evidence from India. Journal of Retailing and Consumer Services, 36(January), 86–92.

Akhmedova, A., Marimon, F., & Mas-Machuca, M. (2020). Winning strategies for customer loyalty in the sharing economy: A mixed-methods study. Journal of Business Research, 112, 33–44.

Arnone, L., Colot, O., Croquet, M., Geerts, A., & Pozniak, L. (2010). Company Managed Virtual Communities in Global Brand Strategy. Global Journal of Business Research, 4(2), 97–102.

Baloglu, S., Henthorne, T. L., & Sahin, S. (2014). Destination Image and Brand Personality of Jamaica: A Model of Tourist Behavior. Journal of Travel and Tourism Marketing, 31(8), 1057–1070.

Becheur, I., Bayarassou, O., & Ghrib, H. (2017). Beyond Brand Personality: Building Consumer–Brand Emotional Relationship. Global Business Review, 18(3_suppl), S128–S144.

Bosnjak, M., Bochmann, V., & Hufschmidt, T. (2007). Dimensions of Brand Personality Attributions: a Person-Centric Aproach in the German Cultural Context. Social Behavior and Personality: An International Journal, 35(3), 303–316.

Brito, C. (2010). Uma abordagem relacional ao valor da marca. Revista Portuguesa e Brasileira de Gestão, 9(1–2), 49–63.

Bugshan, H., & Attar, R. W. (2020). Social commerce information sharing and their impact on consumers. Technological Forecasting and Social Change, 153, 119875.

Cambra-Fierro, J. J., Centeno, E., Olavarria, A., & Vazquez-Carrasco, R. (2017). Success factors in a CRM strategy: technology is not all. Journal of Strategic Marketing, 25(4), 316–333.

Chin, W. (1998). The partial least squares approach to structural equation modeling. In G. Marcoulides (Ed.), Modern methods for business research (pp. 295–336). New York: Taylor & Francis.

Cohen, J. (1992). A Power Primer. Psychological Bulletin, 112(1), 155–159.

Delmondez, F., Demo, G., & Scussel, F. B. C. (2017). Você é o que Você Vende: A Influência da Personalidade de Marca no Relacionamento com Clientes de Empresas de Fast-Food. Revista Brasileira de Marketing, 16(04), 563–578.

Demo, G., Silva, T. L. da, Watanabe, E., & Scussel, F. B. C. (2018). Credibility, audacity and joy: Brand personalities that connect users to social media. BAR - Brazilian Administration Review, 15(4).

Demo, G., Watanabe, E., Chauvet, D., & Rozzett, K. (2017). Customer Relationshio Management Scale for th2 B2C Market: A Cross-cultural Comparison. RAM. Revista de Administração Mackenzie, 18(3), 42–69.

Field, A. (2017). Discovering Statistics Using IBM SPSS (Fifth). Sage Publications.

Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–353.

Galvão, M. B., de Carvalho, R. C., Oliveira, L. A. B. de, & Medeiros, D. D. de. (2018). Customer loyalty approach based on CRM for SMEs. Journal of Business & Industrial Marketing, 33(5), 706–716.

Ganapati, S., & Reddick, C. G. (2018). Prospects and challenges of sharing economy for the public sector. Government Information Quarterly, 35(1), 77–87.

Geuens, M., Weijters, B., & De Wulf, K. (2009). A new measure of brand personality. International Journal of Research in Marketing, 26(2), 97–107.

Glińska, E., & Kilon, J. (2014). Desirable Traits of the City Brand Personality in the Opinion of Managers for the Promotion of the City Government in Poland1. Procedia - Social and Behavioral Sciences, 156(April), 418–423.

Guercini, S., Ranfagni, S., & Runfola, A. (2020). E-commerce internationalization for top luxury fashion brands: some emerging strategic issues. Journal of Management Development, 39(4), 423–436.

Gupta, G., & Aggarwal, H. (2016). Analysing customer responses to migrate strategies in making retailing and CRM effective. International Journal of Indian Culture and Business Management, 12(1), 92–127.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2014). Análise Multivariada de Dados. Bookman Editora.

Khojastehpour, M., & Johns, R. (2014). Internationalization and relationship marketing: an introduction. European Business Review, 26(3), 238–253.

Kline, R. (2011). Convergence of Structural Equation Modeling and Multilevel Modeling. In The SAGE Handbook of Innovation in Social Research Methods (pp. 562–589).

Kumar, V., Lahiri, A., & Dogan, O. B. (2018). A strategic framework for a profitable business model in the sharing economy. Industrial Marketing Management, 69(April), 147–160.

Lau, H., Nakandala, D., Samaranayake, P., & Shum, P. K. (2016). BPM for supporting customer relationship and profit decision. Business Process Management Journal, 22(1), 231–255.

Lima, V. M., Irigaray, H. A. R., & Lourenco, C. (2019). Consumer engagement on social media: insights from a virtual brand community. Qualitative Market Research: An International Journal, 22(1), 14–32.

Liu, Z., Huang, S., Hallak, R., & Liang, M. (2016). Chinese consumers’ brand personality perceptions of tourism real estate firms. Tourism Management, 52, 310–326.

Łukowski, W. (2017). The role of knowledge management in mobile marketing. Marketing Instytucji Naukowych i Badawczych, 3(25), 135–155.

Lutz, C., & Newlands, G. (2018). Consumer segmentation within the sharing economy: The case of Airbnb. Journal of Business Research, 88(December 2017), 187–196.

Maehle, N., Otnes, C., & Supphellen, M. (2011). Consumers’ perceptions of the dimensions of brand personality. Journal of Consumer Behaviour, 10(5), 290–303.

Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing customer relationships in the social media era: Introducing the social CRM house. Journal of Interactive Marketing, 27(4), 270–280.

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Aaker, J., Benet-Martínez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constucts. Journal of Personality and Social Psychology, 81(3), 492–508.

Ahmad, A., & Thyagaraj, K. S. (2017). An empirical comparison of two brand personality scales: Evidence from India. Journal of Retailing and Consumer Services, 36(January), 86–92.

Akhmedova, A., Marimon, F., & Mas-Machuca, M. (2020). Winning strategies for customer loyalty in the sharing economy: A mixed-methods study. Journal of Business Research, 112, 33–44.

Arnone, L., Colot, O., Croquet, M., Geerts, A., & Pozniak, L. (2010). Company Managed Virtual Communities in Global Brand Strategy. Global Journal of Business Research, 4(2), 97–102.

Baloglu, S., Henthorne, T. L., & Sahin, S. (2014). Destination Image and Brand Personality of Jamaica: A Model of Tourist Behavior. Journal of Travel and Tourism Marketing, 31(8), 1057–1070.

Becheur, I., Bayarassou, O., & Ghrib, H. (2017). Beyond Brand Personality: Building Consumer–Brand Emotional Relationship. Global Business Review, 18(3_suppl), S128–S144.

Bosnjak, M., Bochmann, V., & Hufschmidt, T. (2007). Dimensions of Brand Personality Attributions: a Person-Centric Aproach in the German Cultural Context. Social Behavior and Personality: An International Journal, 35(3), 303–316.

Brito, C. (2010). Uma abordagem relacional ao valor da marca. Revista Portuguesa e Brasileira de Gestão, 9(1–2), 49–63.

Bugshan, H., & Attar, R. W. (2020). Social commerce information sharing and their impact on consumers. Technological Forecasting and Social Change, 153, 119875.

Cambra-Fierro, J. J., Centeno, E., Olavarria, A., & Vazquez-Carrasco, R. (2017). Success factors in a CRM strategy: technology is not all. Journal of Strategic Marketing, 25(4), 316–333.

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Cohen, J. (1992). A Power Primer. Psychological Bulletin, 112(1), 155–159.

Delmondez, F., Demo, G., & Scussel, F. B. C. (2017). Você é o que Você Vende: A Influência da Personalidade de Marca no Relacionamento com Clientes de Empresas de Fast-Food. Revista Brasileira de Marketing, 16(04), 563–578.

Demo, G., Silva, T. L. da, Watanabe, E., & Scussel, F. B. C. (2018). Credibility, audacity and joy: Brand personalities that connect users to social media. BAR - Brazilian Administration Review, 15(4).

Demo, G., Watanabe, E., Chauvet, D., & Rozzett, K. (2017). Customer Relationshio Management Scale for th2 B2C Market: A Cross-cultural Comparison. RAM. Revista de Administração Mackenzie, 18(3), 42–69.

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Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–353.

Galvão, M. B., de Carvalho, R. C., Oliveira, L. A. B. de, & Medeiros, D. D. de. (2018). Customer loyalty approach based on CRM for SMEs. Journal of Business & Industrial Marketing, 33(5), 706–716.

Ganapati, S., & Reddick, C. G. (2018). Prospects and challenges of sharing economy for the public sector. Government Information Quarterly, 35(1), 77–87.

Geuens, M., Weijters, B., & De Wulf, K. (2009). A new measure of brand personality. International Journal of Research in Marketing, 26(2), 97–107.

Glińska, E., & Kilon, J. (2014). Desirable Traits of the City Brand Personality in the Opinion of Managers for the Promotion of the City Government in Poland1. Procedia - Social and Behavioral Sciences, 156(April), 418–423.

Guercini, S., Ranfagni, S., & Runfola, A. (2020). E-commerce internationalization for top luxury fashion brands: some emerging strategic issues. Journal of Management Development, 39(4), 423–436.

Gupta, G., & Aggarwal, H. (2016). Analysing customer responses to migrate strategies in making retailing and CRM effective. International Journal of Indian Culture and Business Management, 12(1), 92–127.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2014). Análise Multivariada de Dados. Bookman Editora.

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Kumar, V., Lahiri, A., & Dogan, O. B. (2018). A strategic framework for a profitable business model in the sharing economy. Industrial Marketing Management, 69(April), 147–160.

Lau, H., Nakandala, D., Samaranayake, P., & Shum, P. K. (2016). BPM for supporting customer relationship and profit decision. Business Process Management Journal, 22(1), 231–255.

Lima, V. M., Irigaray, H. A. R., & Lourenco, C. (2019). Consumer engagement on social media: insights from a virtual brand community. Qualitative Market Research: An International Journal, 22(1), 14–32.

Liu, Z., Huang, S., Hallak, R., & Liang, M. (2016). Chinese consumers’ brand personality perceptions of tourism real estate firms. Tourism Management, 52, 310–326.

Łukowski, W. (2017). The role of knowledge management in mobile marketing. Marketing Instytucji Naukowych i Badawczych, 3(25), 135–155.

Lutz, C., & Newlands, G. (2018). Consumer segmentation within the sharing economy: The case of Airbnb. Journal of Business Research, 88(December 2017), 187–196.

Maehle, N., Otnes, C., & Supphellen, M. (2011). Consumers’ perceptions of the dimensions of brand personality. Journal of Consumer Behaviour, 10(5), 290–303.

Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing customer relationships in the social media era: Introducing the social CRM house. Journal of Interactive Marketing, 27(4), 270–280.

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Moreno, L., Demo, G., & Watanabe, E. (2020). O Doce Sabor da Influência da Personalidade de Marca no Relacionamento com Clientes no Mercado de Chocolates. Revista Brasileira de Marketing, 19(1), 01–28.

Moreno, L., & Scussel, F. B. C. (2019). Customer Relationship Management: Finding New Tracks for the Field from a Systematic Review. XXII Seminário de Administração (SemeAD). São Paulo: XXII Seminário de Administração (SemeAD).

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Myers, R. H. (1990). Classical and Modern Regression with Applications (2nd ed.). Belmont, CA: Duxbury press.

Ngobo, P. V. (2017). The trajectory of customer loyalty: an empirical test of Dick and Basu’s loyalty framework. Journal of the Academy of Marketing Science, 45(2), 229–250.

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Ong, K. S., Nguyen, B., & Syed Alwi, S. F. (2017). Consumer-based virtual brand personality (CBVBP), customer satisfaction and brand loyalty in the online banking industry. International Journal of Bank Marketing, 35(3), 370–390.

Park, S., Choi, D., & Kim, J. (2005). Visualizing E-Brand Personality: Exploratory Studies on Visual Attributes and E-Brand Personalities in Korea. International Journal of Human-Computer Interaction, 19(1), 7–34.

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Aaker, J., Benet-Martínez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constucts. Journal of Personality and Social Psychology, 81(3), 492–508.

Ahmad, A., & Thyagaraj, K. S. (2017). An empirical comparison of two brand personality scales: Evidence from India. Journal of Retailing and Consumer Services, 36(January), 86–92.

Akhmedova, A., Marimon, F., & Mas-Machuca, M. (2020). Winning strategies for customer loyalty in the sharing economy: A mixed-methods study. Journal of Business Research, 112, 33–44.

Arnone, L., Colot, O., Croquet, M., Geerts, A., & Pozniak, L. (2010). Company Managed Virtual Communities in Global Brand Strategy. Global Journal of Business Research, 4(2), 97–102.

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Published

2021-05-01

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Moreno, L., Demo, G., Rocha, T. V., & Scussel, F. (2021). Take a Ride on Credibility: The Role of Brand Personality in Users’ Loyalty to Virtual Brands in the Sharing Economy. Internext - International Business and Management Review, 16(2), 221–237. https://doi.org/10.18568/internext.v16i2.670

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Vol. 16 No. 2 (2021): Maio - Agosto

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