nep-mkt New Economics Papers
on Marketing
Issue of 2020‒02‒03
two papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences By Chatzigeorgiou, Chryssoula; Christou, Evangelos
  2. Investigating the Impact of Brand Personality Dimensions on Customer Responses By Amraei, Mohammad Javad; Tirtashi, Nasrollah Khalili

  1. By: Chatzigeorgiou, Chryssoula; Christou, Evangelos
    Abstract: The study reported in this paper explores consumers’ experiences with technology-assisted service encounters by investigating the applicability of Mick and Fournier’s paradoxes of technology adoption to the social media as distribution channel in tourism scenario. In-depth interviews were conducted to explore consumers’ experiences when using social media distribution services and the results were compared to those of Mick and Fournier. The findings are similar, suggesting that when consumers adopt online technology like social media, they can simultaneously develop positive and negative attitudes. The findings of this study also suggest that the nature of some of the paradoxes experienced by consumers may depend on the industry (tourism in this study) and the technology (social media in this study) being investigated.
    Keywords: adoption of technological innovations, social media, distribution channels, consumer attitudes, tourism marketing
    JEL: L83 M1 O14
    Date: 2020–01–30
  2. By: Amraei, Mohammad Javad; Tirtashi, Nasrollah Khalili
    Abstract: Seeks to provide empirical support for the “brand personality effect”, that is, the direct influence that brand personality will have on a variety of consumer-driven outcomes. Tests a series of hypotheses using experimental research design with 192 subjects. Support is found for all proposed hypotheses. These findings indicate that brand personality will have a positive influence on product evaluations and that subjects exposed to a brand’s personality will have a significantly greater number of brand associations; significantly greater proportion of brand associations; significantly greater unique brand associations; significantly greater proportion of congruent brand associations; and significantly greater proportion of strong brand associations. This paper conceptually establishes brand personality and empirically demonstrates the brand personality effect on consumer-based outcomes. This finding strengthens the brand personality literature and establishes a baseline study for future empirical research. Brand personality has received levels of research from academics and practitioners alike, but this research presents the first empirical test of the direct effect of brand personality and how it drives consumer behavior.
    Date: 2018–01–01

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