Take a Ride on Credibility: The Role of Brand Personality in Users’ Loyalty to Virtual Brands in the Sharing Economy

Objective: Although the sharing economy is a global phenomenon, being path to create international brands with worldwide customer reach, relationship between virtual and users’ in this new sector remains underexplored, leading us investigate relation brand personality loyalty brands.Method: Survey 580 users of ride apps, using structural equation modeling test prediction on user’s loyalty.Results: The present research depicts intangible aspects digital environment, revealing traits impact context economy. Credibility audacity are most prominent characteristics brands, credibility, reflecting trust brand, main driver loyalty.Contributions: These findings contribute marketing body knowledge; sense, it provides information about how customers relate their favorite indicates an antecedent marketing. Customer studies also benefit from our results since we suggest important factors that enable positive associations consumers’ minds.Relevance/Originality: This study represents seminal step investigating relational interaction economy, which has brought need rethink management positioning brands.