Cardoso, Antonio; Paulauskaitçe, Augustçe; Hachki, Hajar - In: Journal of Open Innovation: Technology, Market, and … 8 (2022) 3, pp. 1-16
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...