A Website Personality Scale (WPS) was developed and validated through a multi-phase process. We investigated the presence of human and brand personality attributes as well as information characteristics in over one hundred websites. A strong presence of information characteristics was found, verified along dimensions of content quality, access, and time. A number of traditional human and brand ...

This research adopts a brand relationship perspective to investigate how users of a social network site (e.g., Facebook and Twitter) perceive the quality of their relationship with those sites and their intention to continue to use them, as well as the intention to continue using the hosted brands that they “follow” through the social network site. In addition, the role of matching a user’s per...