Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Brand personality in cultural tourism through social media

Brand personality in cultural tourism through social media 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Review Emerald Publishing

Brand personality in cultural tourism through social media

Download PDF
20 pages

Loading next page...
 
/lp/emerald-publishing/brand-personality-in-cultural-tourism-through-social-media-hdnTdlH6XI
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1660-5373
eISSN
1660-5373
DOI
10.1108/tr-02-2019-0050
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

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

References

  • Dimensions of brand personality
    Aaker, J.L.
  • Consumption symbols as carriers of culture: a study of Japanese and Spanish brand personality constucts
    Aaker, J.L.; Benet-Martinez, V.; Garolera, J.
  • Antecedents and consequences of customer brand engagement in integrated resorts
    Ahn, J.; Back, K.J.
  • Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media
    Algharabat, R.; Rana, N.P.; Alalwan, A.A.; Baabdullah, A.; Gupta, A.
  • Self-identification with a heritage tourism site, visitors’ engagement and destination loyalty: the mediating effects of overall satisfaction
    Alrawadieh, Z.; Prayag, G.; Alrawadieh, Z.; Alsalameen, M.
  • User-generated place brand equity on Twitter: the dynamics of brand associations in social media
    Andéhn, M.; Kazeminia, A.; Lucarelli, A.; Sevin, E.
  • Customer engagement: perceived benefits and effect of individual and brand personality on engagement behaviors
    Andonova, Y.
  • The role of destination personality in predicting tourist behaviour: implications for branding mid-sized urban destinations
    Apostolopoulou, A.; Papadimitriou, D.
  • The impact of brand personality on consumer behavior: the role of brand love
    Bairrada, C.M.; Coelho, A.; Lizanets, V.
  • The impact of brand personality and students’ self-concept on brand engagement
    Banahene, S.
  • The benefits of similarity between tourist and destination personality
    Bekk, M.; Spörrle, M.; Kruse, J.
  • Comunicación e historia al servicio de la proyección territorial: la imagen Oriental de la ciudad de Granada/History and communication facing territorial projection: the Oriental image of the city of Granada
    Bernad, E.; Arda, Z.; Fernández, C.
  • Branding new services in health tourism
    Boga, T.C.; Weiermair, K.
  • Brand personality’s influence on the purchase intention: a mobile marketing case
    Bouhlel, O.; Mzoughi, N.; Hadiji, D.; Ben Slimane, I.
  • Customer engagement: conceptual domain, fundamental propositions, and implications for research
    Brodie, R.J.; Hollebeek, L.D.; Jurić, B.; Ilić, A.
  • Consumer engagement in a virtual brand community: an exploratory analysis
    Brodie, R.J.; Ilić, A.; Jurić, B.; Hollebeek, L.
  • A closer look at destination: image, personality, relationship and loyalty
    Chen, C.F.; Phou, S.
  • Tourism sustainability: economic benefits and strategies for preservation and conservation of heritage sites in Southeast Asia
    Chong, K.Y.; Balasingam, A.S.
  • Branding social media in the travel industry
    Christou, E.
  • Brand personality research on Twitter
    Chung, A.D.
  • Creating online brand personality: the role of personal difference
    Chung, H.; Ahn, E.
  • La voz del patrimonio: la Alhambra de Granada
  • Credibility in the blogosphere: a study of measurement and influence of wine blogs as an information source
    Cosenza, T.R.; Solomon, M.R.; Kwon, W.S.
  • The relevance of cultural tourism as the next frontier for small island destinations
    Croes, R.; Semrad, K.J.
  • The brand personality effect: communicating brand personality on Twitter and its influence on online community engagement
    Cruz, R.A.B.; Lee, H.J.
  • Brand personality: theory and dimensionality
    Davies, G.; Rojas-Méndez, J.I.; Whelan, S.; Mete, M.; Loo, T.
  • When tourists are your ‘friends’: exploring the brand personality of Mexico and Brazil on Facebook
    De Moya, M.; Jain, R.
  • Examining the drivers and brand performance implications of customer engagement with brands in the social media environment
    De Vries, N.J.; Carlson, J.
  • Social media engagement: a model of antecedents and relational outcomes
    Dessart, L.
  • Capturing consumer engagement: duality, dimensionality and measurement
    Dessart, L.; Veloutsou, C.; Morgan-Thomas, A.
  • This city is absolutely fun and trendy. A destination brand personality analysis in a web 2.0 setting
    Dickinger, A.; Lalicic, L.
  • Establishing measures and drivers of consumer brand engagement behaviours
    Dwivedi, A.; Wilkie, D.; Johnson, L.; Weerawardena, J.
  • Destination personality: an application of brand personality to tourism destinations
    Ekinci, Y.; Hosany, S.
  • Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships
    Fernandes, T.; Moreira, M.
  • Los museos accesibles en españa: el caso guggenheim
    Fernández, M.T.
  • Aaker’s brand personality scale in a French context: a replication and preliminary test
    Ferrandi, J.M.; Valette-Florence, P.; Fine-Falcy, S.
  • An integrated model of customer-brand engagement: drivers and consequences
    France, C.; Merrilees, B.; Miller, D.
  • The effects of social media brand personality on brand loyalty in the Latvian banking industry: the mediating role of brand equity
    Garanti, Z.; Kissi, P.S.
  • Portrayed and perceived online destination personality of select island destinations
    George, J.; Anandkumar, S.V.
  • A new measure of brand personality
    Geuens, M.; Weijters, B.; De Wulf, K.
  • The structure of phenotypic personality traits
    Goldberg, L.R.
  • Brand personality and brand engagement
    Goldsmith, R.E.; Goldsmith, E.B.
  • Análisis de la estructura de la personalidad de marca y sus efectos sobre la imagen y la lealtad: una aplicación al mercado turístico español
    Gómez, A.
  • An integrated model of social media brand engagement
    Gómez, M.; Lopez, C.; Molina, A.
  • South Korea’s medical tourism destination brand personality and the influence of personal values
    Guiry, M.; Vequist, D.G.
  • Open source brands and their online brand personality
    Haarhoff, G.; Kleyn, N.
  • Brand personality moderating effect on relationship between website quality and online trust: Malaysian online environment context
    Habibi, A.; Hagh, S.G.; Bahabadi, M.H.; Hamedani, S.S.; Yasin, N.M.; Omar, N.A.
  • Internet media personality: scale development and advertising implications
    Ham, C.D.; Lee, H.S.
  • Towards a model of the place brand web
    Hanna, S.; Rowley, J.
  • Customer engagement with tourism social media brands
    Harrigan, P.; Evers, U.; Miles, M.; Daly, T.
  • Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent
    Harrigan, P.; Evers, U.; Miles, M.P.; Daly, T.
  • The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement
    Hepola, J.; Karjaluoto, H.; Hintikka, A.
  • Antecedents and consequences of customer engagement on Facebook: an attachment theory perspective
    Hinson, R.; Boateng, H.; Renner, A.; Kosiba, J.P.B.
  • Demystifying customer brand engagement: exploring the loyalty nexus
    Hollebeek, L.D.
  • Consumer brand engagement in social media: conceptualization, scale development and validation
    Hollebeek, L.D.; Glynn, M.S.; Brodie, R.J.
  • Destination image and destination personality: an application of branding theories to tourism places
    Hosany, S.; Ekinci, Y.; Uysal, M.
  • Developing and validating a multidimensional tourist engagement scale (TES)
    Huang, S.; Choi, H.S.C.
  • Destination brand personality and destination brand attachment–the involvement of self-congruence
    Huang, Z.; Zhang, C.; Hu, J.
  • User reactions to destination brand contents in social media
    Huertas, A.; Marine-Roig, E.
  • Customer engagement in the service context: an empirical investigation of the construct, its antecedents and consequences
    Islam, J.U.; Hollebeek, L.D.; Rahman, Z.; Khan, I.; Rasool, A.
  • Personality factors as predictors of online consumer engagement: an empirical investigation
    Islam, J.U.; Rahman, Z.; Hollebeek, L.D.
  • Urban cultural tourism and sustainable development
    Istoc, E.M.
  • The role of website personality and website user engagement on individual’s purchase intention
    Jain, K.; Yadav, D.; Kapur, P.K.; Klochkov, Y.; Verma, A.K.; Singh, G.
  • The effects of customer’s perceptions of brand personality in casual theme restaurants
    Kim, D.; Magnini, V.P.; Singal, M.
  • The effect of brand personality and brand identification on brand loyalty: applying the theory of social identification
    Kim, C.K.; Han, D.; Park, S.B.
  • Understanding destination personality through visitors’ experience: a cross-cultural perspective
    Kim, H.; Stepchenkova, S.
  • Personality structure of brands on social networking sites and its effects on brand affect and trust: evidence of brand anthropomorphization
    Kim, J.; Kwon, E.S.; Kim, B.
  • Projected and perceived destination brand personalities: the case of South Korea
    Kim, S.; Lehto, X.Y.
  • Development of social media strategies in tourism destination
    Kiráľová, A.; Pavlíčeka, A.
  • Story of Aaker’s brand personality scale criticism
    Kumar, A.
  • A critical analysis of consumer engagement dimensionality
    Kuvykaitė, R.; Tarutė, A.
  • Conscience in childhood: past, present, and future
    Kochanska, G.; Aksan, N.
  • Do DMOs communicate their emotional brand values? A comparison between Twitter and Facebook
    Lalicic, L.; Huertas, A.; Moreno, A.; Gindl, S.; Jabreel, M.; Stangl, B.; Pesonen, J.
  • Discovering emerging research topics for brand personality: a bibliometric analysis
    Lara-Rodríguez, J.S.; Rojas-Contreras, C.; Oliva, E.J.D.
  • Antecedents of consumer brand engagement and brand loyalty
    Leckie, C.; Nyadzayo, M.W.; Johnson, L.W.
  • Understanding and measuring city brand personality (CPS) – in the context of South Korean market
    Lee, H.J.; Suh, Y.G.
  • The effect of brand personality self-congruity on brand engagement and purchase intention: the moderating role of self-esteem in Facebook
    Lee, J.K.; Hansen, S.S.; Lee, S.Y.
  • An exploratory study on brand personality: the case of a traditional casual brand in Korea
    Lee, M.Y.; Oh, K.Y.
  • Brand personality of Airbnb: application of user involvement and gender differences
    Lee, S.; Kim, D.Y.
  • Thematic framework of social media research: state of the art
    Leung, X.Y.; Sun, J.; Bai, B.
  • Representation of cultural tourism on the web: critical discourse analysis of tourism websites
    Liasidou, S.
  • Antecedents and outcomes of online brand engagement: the role of brand love on enhancing electronic-word-of-mouth
    Loureiro, S.M.C.; Gorgus, T.; Kaufmann, H.R.
  • Effects of socialization interactions on customer engagement in online travel communities
    Luo, N.; Wang, Y.; Jin, C.; Ni, Y.; Zhang, M.
  • Consumer engagement in online brand communities: the moderating role of personal values
    Marbach, J.; Lages, C.; Nunan, D.; Ekinci, Y.
  • Una aproximación al análisis de la actividad turística cultural en la ciudad
    Martos, M.; Pulido, J.I.
  • Destination marketing through user personalised content (UPC)
    Matloka, J.; Buhalis, D.; Gretzel, U.; Law, R.; Fuchs, M.
  • Analyzing the effect of social support and community factors on customer engagement and its impact on loyalty behaviors toward social commerce websites
    Molinillo, S.; Anaya-Sánchez, R.; Liébana-Cabanillas, F.
  • Turismo, cultura y desarrollo
    Moragues Cortada, D.
  • The impact of visiting a brand website on brand personality
    Müller, B.; Chandon, J.L.
  • Using brand personality to differentiate regional tourism destinations
    Murphy, L.; Moscardo, G.; Benckendorff, P.
  • The influence of perceived brand personality of social media on users’ attitude motivations and behaviour
    Mutsikiwa, M.
  • The application of path modeling in the analysis of consumer behavior in the cultural tourism market
    Niemczyk, A.
  • Excitement or sophistication? A preliminary exploration of online brand personality
    Okazaki, S.
  • Consumer-based virtual brand personality (CBVBP), customer satisfaction and brand loyalty in the online banking industry
    Ong, K.S.; Nguyen, B.; Syed Alwi, S.F.
  • Online brand personalities: an exploratory analysis of selected African countries
    Opoku, R.; Hinson, R.
  • Communicating brand personality: are the websites doing the talking for the top South African business schools?
    Opoku, R.; Abratt, R.; Pitt, L.
  • Positioning in market space: the evaluation of Swedish universities’ online brand personalities
    Opoku, R.A.; Hultman, M.; Saheli-Sangari, E.
  • Consumer racism and its effects on domestic cross-ethnic product purchase: an empirical test in the United States, Canada, and France
    Ouellet, J.F.
  • Development and validation of a destination personality scale for mainland Chinese travellers
    Pan, L.; Zhang, M.; Gursoy, D.; Lu, L.
  • Destination personality, affective image, and behavioral intentions in domestic urban tourism
    Papadimitriou, D.; Apostolopoulou, A.; Kaplanidou, K.
  • Observatorio turístico
  • What I say about myself: communication of brand personality by African countries
    Pitt, L.F.; Opoku, R.; Hultman, M.; Abratt, R.; Spyropoulou, S.
  • Web site customer orientations, web site quality, and purchase intentions: the role of web site personality
    Poddar, A.; Donthu, N.; Wei, Y.
  • 20 Years of brand personality: a bibliometric review and research agenda
    Radler, V.M.
  • Investigating the effects of tourist engagement on satisfaction and loyalty
    Rasoolimanesh, S.M.; Md Noor, S.; Schuberth, F.; Jaafar, M.
  • Customer engagement for evaluating customer relationships in hotel industry
    Rather, R.A.; Sharma, J.
  • Tourism-based customer engagement: the construct, antecedents, and consequences
    Rather, R.A.; Hollebeek, L.D.; Islam, J.U.
  • Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity
    Rather, R.A.; Tehseen, S.; Parrey, S.H.
  • Culture and tourism: natural partners or reluctant bedfellows? A perspective paper
    Richards, G.
  • La comunicación política de podemos en las redes sociales Facebook y Twitter: estudio de caso
    Rivera Martín, B.
  • Countries’ positioning on personality traits: analysis of 10 South American national tourism websites
    Rojas-Mendez, J.I.; Hine, M.J.
  • The Ford brand personality in Chile
    Rojas-Méndez, J.I.; Erenchun-Podlech, I.; Silva-Olave, E.
  • Exploring customer engagement in tourism: construct proposal and antecedents
    Romero, J.
  • A lovable personality: the effect of brand personality on brand love
    Roy, P.; Khandeparkar, K.; Motiani, M.
  • Political brands: can parties be distinguished by their online brand personality?
    Rutter, R.N.; Hanretty, C.; Lettice, F.
  • Experience-based Brand personality as a source of value co-creation: the case of Lofoten
    Seljeseth, P.I.; Korneliussen, T.
  • The effects of brand image on online perceived quality, online brand personality and purchase intention
    Setiawan, B.; Aryanto, V.D.W.
  • Conceptual foundations of a landmark personality scale based on a destination personality scale: text mining of online reviews
    Shin, S.H.; Yang, S.B.; Nam, K.; Koo, C.
  • Personality trait inferences about organizations: development of a measure and assessment of construct validity
    Slaughter, J.E.; Zickar, M.J.; Highhouse, S.; Mohr, D.C.
  • Enhancing customer relationships with retail service brands: the role of customer engagement
    So, K.K.F.; King, C.; Sparks, B.A.; Wang, Y.
  • The role of customer engagement in building consumer loyalty to tourism brands
    So, K.K.F.; King, C.; Sparks, B.A.; Wang, Y.
  • The role of customer brand engagement in social media: conceptualisation, measurement, antecedents and outcomes
    Solem, B.A.A.; Pedersen, P.E.
  • Destination personality and destination image
    Souiden, N.; Ladhari, R.; Chiadmi, N.E.
  • The use of LISREL in validating marketing constructs
    Steenkamp, J.B.E.; Van Trijp, H.C.
  • Building foreign brand personalities in Russia: the moderating effect of consumer ethnocentrism
    Supphellen, M.; Grønhaug, K.
  • Brand engagement and brand personality an empirical study of customer behavior at Kidzania theme park
    Tamhankar, S.; Pandit, P.
  • Smartphone application personality and its relationship to personalities of smartphone users and social capital accrued through use of smartphone social applications
    Tan, W.K.; Hsiao, Y.J.; Tseng, S.F.; Chan, C.L.
  • Cruise tourism: social media content and network structures
    Tiago, F.; Couto, J.; Faria, S.; Borges-Tiago, T.
  • Developing a scale for measuring the personality of sport teams
    Tsiotsou, R.
  • Report on tourism and culture synergies
  • Development and market potential of cultural tourism-instrian case study
    Urosevic, N.
  • Brand personality of tourist destinations: an application of self-congruity theory
    Usakli, A.; Baloglu, S.
  • City brand projected personality: a new measure to assess the consistency of projected personality across messages
    Vinyals-Mirabent, S.; Mohammadi, L.
  • The role of functional associations in building destination brand personality: when official websites do the talking
    Vinyals-Mirabent, S.; Kavaratzis, M.; Fernández-Cavia, J.
  • Differences in event brand personality between social media users and non-users
    Walsh, P.; Clavio, G.; Lovell, M.D.; Blaszka, M.
  • A study on the relationship between online branding techniques and brand personality for nonprofit organizations
    Witzig, L.W.
  • Toward the perspective of cognitive destination image and destination personality: the case of Beijing
    Xie, K.L.; Lee, J.S.
  • Predicting perceived brand personality with social media
    Xu, A.; Liu, H.; Gou, L.; Akkiraju, R.; Mahmud, J.; Sinha, V.; Hu, Y.; Qiao, M.
  • Social media in branding: fulfilling a need
    Yan, J.
  • Tourist motivation: an integral approach to destination choices
    Yoo, C.K.; Yoon, D.; Park, E.
  • Bootstrap approach to inference and power analysis based on three test statistics for covariance structure models
    Yuan, K.H.; Hayashi, K.
  • What do we know about social media in tourism? A review
    Zeng, B.; Gerritsen, R.
  • Effects of Twitter communication styles on consumers’ brand personality perceptions, attitudes and purchase intentions
    Zhang, X.A.
  • Malaysia’s medical tourism destination personality: an international cosmetic surgery patients’ perspective
    Guiry, M.
  • Advertising content and consumer engagement on social media: evidence from Facebook
    Lee, D.; Hosanagar, K.; Nair, H.S.
  • Learning online brand personality and satisfaction: the moderating effects of gaming engagement
    Lin, C.P.
  • brand gender and consumer-based brand equity on Facebook: the mediating role of consumer-Brand engagement and brand love
    Machado, J.C.; Vacas-de-Carvalho, L.; Azar, S.L.; André, A.R.; dos Santos, B.P.
  • Antecedents and consequences of trust in a social media brand: a cross-cultural study of Twitter
    Pentina, I.; Zhang, L.; Basmanova, O.