The Magical World of Disney: building relationships with clients from the brand personality
The purpose of this study is to evaluate the relationship between brand personality and customer relationship perception in the Tourism and Hospitality Industry. We performed a survey with 283 Brazilian visitors of Disney parks, using Structural Equation Modeling. Brand personality, the second-order...
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| Format: | Article |
| Language: | English |
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University of the Algarve - ESGHT - CIEO
2020-01-01
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| Series: | Tourism & Management Studies |
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| Online Access: | https://www.tmstudies.net/index.php/ectms/article/view/1158 |
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| author | Gabriela Nobre Dias Gisela Demo Fernanda Scussel |
| author_facet | Gabriela Nobre Dias Gisela Demo Fernanda Scussel |
| author_sort | Gabriela Nobre Dias |
| collection | DOAJ |
| description | The purpose of this study is to evaluate the relationship between brand personality and customer relationship perception in the Tourism and Hospitality Industry. We performed a survey with 283 Brazilian visitors of Disney parks, using Structural Equation Modeling. Brand personality, the second-order factor, was formed by first-order factors (Credibility, Joy, Sophistication, Audacity and Sensitivity), all of them with positive effects on customer relationship perception. The prediction was 29%, considered a great effect. Hence, we confirm the relation between brand personality and relationship perception and the Credibility dimension as the main driver of long-term relationships in the T&H sector. Our discussion contributes to the body of knowledge of relationship marketing and branding, especially in identifying the nature of the relationship between these marketing variables. Research on brand management can benefit from our results since they put light into the interaction between brand and customers, and the main aspects sustaining these interactions. |
| format | Article |
| id | doaj-art-95f70953e8444e1a932b89f3d1a92c23 |
| institution | Kabale University |
| issn | 2182-8466 |
| language | English |
| publishDate | 2020-01-01 |
| publisher | University of the Algarve - ESGHT - CIEO |
| record_format | Article |
| series | Tourism & Management Studies |
| spelling | doaj-art-95f70953e8444e1a932b89f3d1a92c232025-01-07T22:59:19ZengUniversity of the Algarve - ESGHT - CIEOTourism & Management Studies2182-84662020-01-011613949The Magical World of Disney: building relationships with clients from the brand personalityGabriela Nobre Dias0Gisela Demo1Fernanda Scussel2Universidade de São Paulo, Av. Prof. Luciano Gualberto, 908 - Butantã, São Paulo - SP- BrasilUniversidade de Brasília, Campus Universitário Darcy Ribeiro, Prédio da FACE, sala AT 111/4, Asa Norte, Brasília-DF, BrasilUniversidade Federal de Santa Catarina, Campus Universitário – Trindade Florianópolis - Santa Catarina – BrasilThe purpose of this study is to evaluate the relationship between brand personality and customer relationship perception in the Tourism and Hospitality Industry. We performed a survey with 283 Brazilian visitors of Disney parks, using Structural Equation Modeling. Brand personality, the second-order factor, was formed by first-order factors (Credibility, Joy, Sophistication, Audacity and Sensitivity), all of them with positive effects on customer relationship perception. The prediction was 29%, considered a great effect. Hence, we confirm the relation between brand personality and relationship perception and the Credibility dimension as the main driver of long-term relationships in the T&H sector. Our discussion contributes to the body of knowledge of relationship marketing and branding, especially in identifying the nature of the relationship between these marketing variables. Research on brand management can benefit from our results since they put light into the interaction between brand and customers, and the main aspects sustaining these interactions.https://www.tmstudies.net/index.php/ectms/article/view/1158brand personalityrelationship marketingdisney. |
| spellingShingle | Gabriela Nobre Dias Gisela Demo Fernanda Scussel The Magical World of Disney: building relationships with clients from the brand personality Tourism & Management Studies brand personality relationship marketing disney. |
| title | The Magical World of Disney: building relationships with clients from the brand personality |
| title_full | The Magical World of Disney: building relationships with clients from the brand personality |
| title_fullStr | The Magical World of Disney: building relationships with clients from the brand personality |
| title_full_unstemmed | The Magical World of Disney: building relationships with clients from the brand personality |
| title_short | The Magical World of Disney: building relationships with clients from the brand personality |
| title_sort | magical world of disney building relationships with clients from the brand personality |
| topic | brand personality relationship marketing disney. |
| url | https://www.tmstudies.net/index.php/ectms/article/view/1158 |
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