@misc{10481/90131,
year = {2021},
url = {https://hdl.handle.net/10481/90131},
abstract = {Purpose: 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/approach: The 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 (SEM) in order to obtain empirical
evidence to identify these relationships.
Findings: The 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 implications: This 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/value: This 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.},
organization = {Spanish Ministry of Education and Vocational Training
under Grant FPU 15/07264},
publisher = {Emerald Publishing Limited},
keywords = {Brand personality},
keywords = {Social media},
keywords = {Customer brand engagement},
keywords = {Cultural tourism},
keywords = {Alhambra},
title = {Brand personality in cultural tourism through social media},
doi = {10.1108/TR-02-2019-0050},
author = {Peco Torres, Francisco and Polo Peña, Ana Isabel and Frías Jamilena, Dolores María},
}