Work

The Magical World of Disney: building relationships with clients from the brand personality

Year: 2020

Type: article

Abstract: The purpose of this article is to evaluate the relationship between the brand personality attributed to Disney by consumers and how it affects the perception of their relationship with the brand. This quantitative study presents a survey with 283 Brazilian visitors from Disney parks. The Structural Equation Modeling was used, confirming the prediction relationship between brand personality and relationship perception. The results show that Credibility, Sensitivity, Audacity and Sophistication influence the client’s relationship perception with Disney brand. Among them, Credibility dimension was the main predictor. Our discussion contributes with the body of knowledge of relationship marketing and branding, especially in identifying the nature of the relation between these marketing variables.

Source: Tourism & Management Studies

DOI: 10.18089/tms.2020.160104

Authors: Gabriela Nobre Dias, Gisela Demo, Fernanda Scussel, Eluiza Alberto de Morais Watanabe

Institutions: Universidade de Brasília, Universidade de São Paulo, Universidade Federal de Santa Catarina

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W3023619409

FWCI: 1.032

Cites: 94

Cited by: 8

Related to: 10