Cardoso, Antonio; Paulauskaitė, Augustė; 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 … personality is mostly associated with excitement, sincerity, and competence. Brand personality was shown to have effects on both …