scholarly journals Discovering the sustainable hotel brand personality on TripAdvisor

2020 ◽  
Vol 11 (2) ◽  
pp. 241-254
Author(s):  
Aureo Paiva Neto ◽  
Elaine Aparecida Lopes da Silva ◽  
Lissa Valéria Fernandes Ferreira ◽  
José Felipe Ribeiro Araújo
Keyword(s):  
Data Mining ◽  
Brand Personality ◽  
Environmental Benefits ◽  
Content Type ◽  
Five Dimensions ◽  
Personality Scale ◽  
Mining Procedure ◽  
Using Data ◽  
Hotel Managers ◽  
Brand Personality Scale

Purpose This paper aims to explore a hotel brand personality performance through electronic word-of-mouth. A complementary attribute is designed and tested in addition to the already existing five dimensions from the brand personality scale, denominated sustainability. Design/methodology/approach A sample of 16,175 reviews from the rating session of three hotel properties behind a brand was retrieved from TripAdvisor for a data mining procedure. A complementary list of associated words was considered in addition to the 42 personality traits of Aaker’s model, and a brief inventory was developed based on the 17 sustainable development goals (SDGs) to compose the sustainability dimension. Findings This study registered sincerity as the most representative dimension in its results, and ruggedness as the lowest. This is evidence that the latter is not suitable for representing a brand personality scale for hotels and could be replaced by sustainability. Research limitations/implications Despite the relevant findings, new surveys and tests are recommended to provide better support to the new proposed dimension. Practical implications This investigation enables hotel managers to work more effectively on their brand strategies based on sustainability-oriented brand personality, which could deliver economic, social and environmental benefits to the world by influencing consumption behavior in association with the SDGs. Originality/value This study differs from existing literature by attempting to fill a gap on the limitations of studies focused on linking brand personality to sustainability, and using data mining to reach this goal.

scholarly journals Golf destinations’ brand personality: the case of the Algarve

2015 ◽  
Vol 9 (2) ◽  
pp. 133-153 ◽  
Author(s):  
Rosaria Luisa Gomes Pereira ◽  
Antónia Correia ◽  
Ronaldo L.A. Schutz
Keyword(s):  
Structural Equation ◽  
Brand Personality ◽  
Reliability And Validity ◽  
Great Difficulty ◽  
Content Type ◽  
Personality Scale ◽  
Individual Interviews ◽  
Personality Models ◽  
Destination Brand ◽  
Brand Personality Scale

Purpose – The purpose of this paper is to develop and validate a measurement brand personality scale for golf destinations and simultaneously to assess the destination personality of the Algarve as a golf destination. Design/methodology/approach – A set of 36 unrepeated items, generated from individual interviews with experts in tourism and golf in the Algarve and from promotional texts in golf-related websites, was the base for a survey instrument. The survey was applied to a convenient sample of 600 golf players in the Algarve, and 545 (valid) questionnaires were analysed to refine the scale. Golf players assessed the Algarve as a golf destination and the components of the relational brand personality (functional, symbolic and experiential). Two multi-dimensional brand personality models were estimated by using structural equation modelling. Findings – Findings indicate that golf players ascribe personality characteristics to destinations. The brand personality of the Algarve is translated into three main dimensions enjoyableness, distinctiveness and friendliness when tourists/golf players reveal their overall perception of the destination. The brand personality of golf destination Algarve is reflected in the dimensions reliability, hospitality, uniqueness and attractiveness when tourists/golf players assess the components of the relational brand personality. Refined scales consisting of 10 and 11 items were finally derived meeting both reliability and validity requirements. Research limitations/implications – The analysis is based on personality perceptions of only one golf destination. Another limitation is the fact that both interviewees and respondents had great difficulty in expressing themselves tending to use repeated words. Also, the fact that the research was conducted in two languages since translation and retroversion of the items may lead to some loss in meaning or sense. Moreover, the experiential component of the relational brand personality might have been further explored to relate golf destination brand personality to the tourist experience. Practical implications – Important contributions are that both qualitative and quantitative approaches should be used in the measurement of brand personality. A reliable and valid tool to assess golf destination brand personality is a valuable marketing management resource. Social implications – Destination managers will be able to plan marketing actions that will help to change general destination attitudes and product-destination attitudes, establishing the destination brand and creating differentiation, resulting in increased preference and usage, higher emotional ties, trust and loyalty towards the brand. Also, marketers should place great emphasis on building a connection between destination personality and tourists/golf players’ self-concept. Originality/value – This is one of the first pieces of research to validate a specific brand personality scale to golf destinations. Results of this study make important theoretical contributions to the understanding of brand personality in the context of tourism destinations in general, and golf destinations in particular.

Validating and extending the sport brand personality scale

2016 ◽  
Vol 26 (2) ◽  
pp. 203-221 ◽  
Author(s):  
Ann Mitsis ◽  
Civilai Leckie
Keyword(s):  
Generation Y ◽  
Role Model ◽  
Predictive Power ◽  
Brand Personality ◽  
Content Type ◽  
Personality Scale ◽  
Sport Team ◽  
Team Brand ◽  
Brand Personality Scale ◽  
Sport Brand

Purpose – The purpose of this paper is to validate Tsiotsou’s (2012) sport team brand personality scale in a new country (Australia) and segment (Generation Y) and extend its use from sport teams to individual athletes. This paper also explores the scale’s predictive power in an athlete’s role model influence. Design/methodology/approach – An online panel survey with 560 responses from Australian Generation Y consumers was obtained. Structural equation modelling was used to test and validate the scale. Findings – This paper confirmed the sport team brand personality scale can be applied to an individual athlete. Three dimensions of the scale, namely, competitiveness, morality and authenticity, were found to have predictive power in an athlete’s role model influence. Authenticity was the strongest predictor, followed by morality and competitiveness. Practical implications – Individual athlete brand personality is powerful in influencing how Australian Generation Y consumers identify with their favourite athlete as a role model. These insights assist brand and marketing managers to use athletes as part of their communication strategies regarding brand and product endorsements. Originality/value – This research addresses Tsiotsou’s (2012) call to test the robustness and external validity of the sport team brand personality scale and to empirically test how the scale can predict outcomes. The authors succeeded in validating and extending the sport brand personality scale to an individual athlete level in a new country and consumer segment. The scale was found to have predictive power in an athlete’s role model influence.

scholarly journals Measurement and Validity of Jennifer Aaker's Brand Personality Scale for Colgate Brand

2008 ◽  
Vol 33 (3) ◽  
pp. 49-62 ◽  
Author(s):  
Bejoy John Thomas ◽  
P C Sekar
Keyword(s):  
Factor Analysis ◽  
Brand Personality ◽  
Oral Care ◽  
Five Dimensions ◽  
Personality Scale ◽  
Brand Differentiation ◽  
Viable Solution ◽  
Promotional Materials ◽  
Ad Agency ◽  
Brand Personality Scale

Brand differentiation is now becoming an important tactic for combating competition in the hostile marketplace. A viable solution for establishing the distinctiveness of a brand is through brand personality. Attaching personalities to brands contributes to a differentiating brand identity, which can make brands more desirable to the consumer. Jennifer Aaker developed a specialized brand personality scale, the five dimensions of the scale being sincerity, excitement, competence, sophistication, and ruggedness. This study focused on measuring the brand personality of Colgate brand and exploring the model validity of Jennifer Aaker's Brand Personality scale. The study indicated that: About 93 per cent of the respondents used toothpaste and toothbrush among the oral care products. About 55 per cent of the respondents used only Colgate brand and about 39 per cent used Close-up and Pepsodent together with Colgate brand. 61 per cent of the respondents who were using only Colgate brand were using the brand for more than three years which indicates that most of the respondents had an understanding about the Colgate brand. Most of the respondents who were using more than one brand have indicated that they switch among the brands once in three months or once in more than six months. About 53 per cent of the respondents have indicated that they prefer Colgate dental cream among Colgate paste brands and 35 per cent Colgate Cibaca top among Colgate toothbrush brands. Confirmatory Factor Analysis revealed that ruggedness, competence, and excitement are the main dimensions of Colgate Brand Personality. This shows that the company should stress more on its functional benefits than the emotional benefits whenever the company introduces a new brand, new ad campaign or any other form of communication with the user. The items—trendy, exciting, and young—under Exciting Dimension are more relevant for the Colgate brand and the items—cool, contemporary and imaginative—are not applicable to the Colgate brand. This will be a major finding for the company and ad agency because they can improve the score in this dimension by concentrating on the creativity and contemporariness of its advertisements and other promotional materials. Also, the items—confident, secure, and hardworking—under Competence Dimension are more relevant for the Colgate Brand and the item—successful—is not applicable to the Colgate brand. This finding will be an eye opener for the company A validity check of the scale using Factor Analysis was carried out which indicates that the number of dimensions of Brand Personality is 13 and that about 10 items of Jennifer Aaker—s Brand Personality scale are not applicable in the Indian situation. The applicability of this scale in the Indian situation was not checked because it required an exploratory study to identify the dimensions of Brand Personality in the Indian situation. Hence, identifying the Indian Brand Personality construct can be undertaken by future researchers.

The brand personality of professional football teams

2019 ◽  
Vol 9 (5) ◽  
pp. 443-459
Author(s):  
Dimitra Papadimitriou ◽  
Kyriaki Kaplanidou ◽  
Kostas Alexandris ◽  
Nikos Theodorakis
Keyword(s):  
Psychometric Properties ◽  
Quantitative Research ◽  
Brand Personality ◽  
Professional Football ◽  
Content Type ◽  
Attitudinal Loyalty ◽  
Personality Scale ◽  
Sport Team ◽  
Team Brand ◽  
Brand Personality Scale

Purpose The purpose of this paper is to test the psychometric properties of the Team Brand Personality Scale by Blank et al. (2013, 2018) in the context of the professional football clubs in Greece, based on the perceptions of fans for their own team and the rival team. The brand personality team scores of the fans are also used to create a league map presenting the brand personality of the different teams of the Greek football Super League. Design/methodology/approach Following a quantitative research design, 724 Greek football fans completed an electronic questionnaire assessing demographics, brand personality, team identification, sport involvement, attitudinal loyalty and game attractiveness. Findings The results partially confirmed the psychometric properties of the brand personality scale and suggested that the notion of brand personality influences positively the attitudinal loyalty and game attractiveness of the fans. Based on the results, the personality structure for the football league was also created and discussed. Research limitations/implications This study was set to focus only on the brand personality perceptions of the highly identified fans of football teams, known in the literature as realized brand personality. However, a thorough understanding of the particular concept requires also the perspective of sport marketers who may perceive the brand personality in a different manner (i.e. intended brand personality), so as to build a holistic picture of brand personality of football teams. Practical implications This research confirms that football teams have already projected a unique personality among their highly identified fans which can be used by marketing practitioners while designing integrated communication strategies. Originality/value This paper contributes to the broad brand personality literature by replicating Blank’s et al.’s sport team personality scale to the Greek context and the league level, involving both supporting fans and rivals.

The Brand-Personality Scale

1999 ◽  
Vol 40 (3) ◽  
pp. 48-55 ◽  
Author(s):  
Judy A. Siguaw ◽  
Anna Mattila ◽  
Jon R. Austin
Keyword(s):  
Brand Personality ◽  
Personality Scale ◽  
Brand Personality Scale

Predicting customer churn in mobile industry using data mining technology

2017 ◽  
Vol 117 (1) ◽  
pp. 90-109 ◽  
Author(s):  
Eui-Bang Lee ◽  
Jinwha Kim ◽  
Sang-Gun Lee
Keyword(s):  
Data Mining ◽  
Decision Tree ◽  
Online News ◽  
Partial Least Square ◽  
Churn Prediction ◽  
Mining Technology ◽  
Content Type ◽  
Customer Churn ◽  
Mobile Industry ◽  
Using Data

Purpose The purpose of this paper is to identify the influence of the frequency of word exposure on online news based on the availability heuristic concept. So that this is different from most churn prediction studies that focus on subscriber data. Design/methodology/approach This study examined the churn prediction through words presented the previous studies and additionally identified words what churn generate using data mining technology in combination with logistic regression, decision tree graphing, neural network models, and a partial least square (PLS) model. Findings This study found prediction rates similar to those delivered by subscriber data-based analyses. In addition, because previous studies do not clearly suggest the effects of the factors, this study uses decision tree graphing and PLS modeling to identify which words deliver positive or negative influences. Originality/value These findings imply an expansion of churn prediction, advertising effect, and various psychological studies. It also proposes concrete ideas to advance the competitive advantage of companies, which not only helps corporate development, but also improves industry-wide efficiency.

Brand management in higher education: The University Brand Personality Scale

2016 ◽  
Vol 69 (8) ◽  
pp. 3077-3086 ◽  
Author(s):  
Philipp A. Rauschnabel ◽  
Nina Krey ◽  
Barry J. Babin ◽  
Bjoern S. Ivens
Keyword(s):  
Higher Education ◽  
Brand Management ◽  
Brand Personality ◽  
Personality Scale ◽  
The University ◽  
Brand Personality Scale ◽  
University Brand

Hotels’ online reputation management: benefits perceived by managers

2019 ◽  
Vol 31 (2) ◽  
pp. 615-632 ◽  
Author(s):  
Javier Perez-Aranda ◽  
María Vallespín ◽  
Sebastian Molinillo
Keyword(s):  
Measurement Model ◽  
Online Reviews ◽  
Customer Relationship ◽  
Reputation Management ◽  
Content Type ◽  
Order Construct ◽  
Using Data ◽  
Hotel Managers ◽  
Relationship Benefits ◽  
The Impact

PurposeThis study aims to develop a measurement model to help hotels manage their reputation within the context of online reviews and ratings platforms and evaluate the impact of this reputation management on the benefits derived by the hotels, as perceived by their managers.Design/methodology/approachPartial least squares was used to assess the model and make a causal predictive analysis, using data from a survey of a random sample of 335 Spanish hotel managers and personnel involved in reputation management.FindingsThis study shows the operationalization of hotel reputation management as a superordinate second-order construct affecting six individual first-order dimensions, strongly impacting on three key benefits as perceived by hotel managers (i.e. financial benefits, customer relationship benefits and customer-based brand benefits), within the context of online review platforms.Practical implicationsBased on the results of this study, hotel managers can improve the effectiveness of their management of ratings and reviews. They can also learn which aspects they should focus on when managing ratings and reviews.Originality/valueBased on the opinions of hotel managers, a causal model for managing online reviews was developed and validated. This study shows how reputation management affects the benefits derived by hotels as perceived by their managers.

Narcissistic leadership and behavioral cynicism in the hotel industry: the role of employee silence and negative workplace gossiping

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohammed Aboramadan ◽  
Mehmet Ali Turkmenoglu ◽  
Khalid Abed Dahleez ◽  
Berat Cicek
Keyword(s):  
Structural Equation ◽  
Hotel Industry ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Content Type ◽  
Work Related ◽  
Negative Work ◽  
Employee Silence ◽  
Using Data ◽  
Hotel Managers

Purpose Building on leader-member exchange and social cognitive theories, this paper aims to propose a model of the influence of narcissistic leadership on hotel employees’ behavioral cynicism through the mediating roles of employee silence and negative work-related gossiping on this relationship. Design/methodology/approach The model was examined using covariance-based structural equation modeling using data collected from 468 employees working in several different departments in Italian hotels. Findings The findings illustrate that narcissistic leadership positively affects behavioral cynicism. Furthermore, employee silence and negative work-related gossiping are shown to have a significant mediating effect on this relationship. Practical implications The study may be of use for hotel managers as it demonstrates how narcissism can be very damaging to their organizations and employees. Originality/value To date, this study is the first to examine negative work-related gossiping and employee silence as mediator variables in the relationship between narcissistic leadership and behavioral cynicism in the hotel industry. Further, this research makes a significant contribution to the hospitality literature as the topic of narcissistic leadership has not, to date, been adequately investigated in the sector.

scholarly journals Development and validation of a new measure of travel destination personality

Psihologija ◽  
2020 ◽  
Vol 53 (1) ◽  
pp. 65-85
Author(s):  
Sanja Kovacic ◽  
Tamara Jovanovic ◽  
Bojana Dinic
Keyword(s):  
Factor Structure ◽  
Brand Personality ◽  
Criterion Validity ◽  
Final Version ◽  
Travel Destination ◽  
Personality Scale ◽  
Development And Validation ◽  
Brand Personality Scale

The main aim of this study was to develop a new scale for measuring travel destination personality ? the Destination Personality Scale (DPS). It was assumed that DPS will confirm the applicability of the five-factor structure of the original Brand Personality Scale (BPS) by Aaker (1997) when more appropriate adjectives for the description of travel destination personality are generated. Results confirmed the five-factor structure of DPS, with dimensions Excitement, Sincerity, Competence, Ruggedness, and Sophistication. The final version of DPS consists of 24 items and subscales showed good construct (convergent and discriminant) and criterion validity, as well as reliability.

Sign in / Sign up

Export Citation Format

Share Document