Access the full text.
Sign up today, get DeepDyve free for 14 days.
This study aims to analyze the effect of the use of social media on the perception of brand personality and to identify its effect on customer brand engagement.Design/methodology/approachThe study adopted an exploratory approach, adapting Aaker's brand personality scale (1997) to the context of cultural tourism before carrying out a quantitative study resorting to a structural equation modeling to obtain empirical evidence to identify these relationships.FindingsThe findings reveal that the use of social media has a positive effect on the perception of brand personality and that brand personality, likewise, has a positive effect on customer brand engagement.Research limitations/implicationsThis study indicates that transmission of an attractive brand personality according to the desires of the public, combined with dissemination through social media, is a valid strategy to improve customer brand engagement.Originality/valueThis study represents an advance in the specialized literature on the value that consumers place on information transmitted through social media. Specifically, it sheds light on how the transmission of brand personality through social media affects customer brand engagement.
Tourism Review – Emerald Publishing
Published: May 23, 2020
Keywords: Brand personality; Social media; Customer brand engagement; Cultural tourism; Alhambra; 品牌个性; 社交媒体; 客户品牌参与度; 文化旅游; 阿罕布拉; Personalidad de marca; Social media; Customer Brand engagement; Turismo cultural; Alhambra
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
To subscribe to email alerts, please log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Reference ManagersExport to EndNote
To get new article updates from a journal on your personalized homepage, please log in first, or sign up for a DeepDyve account if you don’t already have one.