Credibility, audacity and joy: Brand personalities that connect users to social media
Journal Title: BAR: Brazilian Administration Review - Year 2018, Vol 15, Issue 4
Abstract
The main purpose of this article is to evaluate the influence brand personality has on customer loyalty in the context of social networks as brands. We conducted a survey of 268 social networks users in Brazil and analyzed data through Structural Equation Modeling. As a result, brand personality dimensions Credibility, Audacity and Joy were found to be predictors of loyalty, the main aspect governing customer relationship perception. Credibility is the main predictor of customer loyalty, shedding light on network trustworthiness, user privacy and personal information safety, while Audacity indicates the power of innovation, and Joy points out the relevance of social networks’ entertainment atmospheres. Together, these dimensions are strategic aspects to be considered in the development of relationships with users in the digital world. Our finding contributes to the body of knowledge interested in relationship marketing and its relation with strategy and sustainable competitive advantage. We also investigated social networks as brands, a topic of major impact in the development of a literature on the digital world. Lastly, the results serve as a source of information about social network user behavior, helping companies enhance their communication strategies and achieve customer loyalty.
Authors and Affiliations
Demo, Gisela; Silva, Talita Lima da; Watanabe, Eluiza; Scussel, Fernanda Bueno Cardoso
Keywords
Related Articles
- EP ID EP40675
- DOI http://dx.doi.org/10.1590/1807-7692bar2018180088
- Views 260
- Downloads 0
The Variance Composition of Firm Growth Rates
Firms exhibit a wide variability in growth rates. This can be seen as another manifestation of the fact that firms are different from one another in several respects. This study investigated this variability using the v...
The Relationship between Manufacturer and Distributors: Knowledge Transfer and Performance
This study explored the relationship between knowledge transfer from manufacturer to distributor. The research question is related to knowledge transfer from the manufacturer to distributor and potential improvement in...
The Relationship between Logistics Sophistication and Drivers of the Outsourcing of Logistics Activities
A strong link has been established between operational excellence and the degree of sophistication of logistics organization, a function of factors such as performance monitoring, investment in Information Technology [I...
Creativity and Innovation in the Context of Team-work: an Evaluation in the Self-management Cells and Quality Control Circles of Ambev S.C. Branch
This paper is about changes in the business world. The main goal is to study the implications related to people’s creativity expression owing to work organization in small groups in the Ambev S.C. branch. This is a qual...
Do Organizational Incentives Spur Innovation?
To date, we have only partially begun to develop an understanding of the channels through which innovation is facilitated within organizations. Although talented individuals are pivotal to supporting knowledge accumulat...