Shiyang Gong *

ABSTRACT

This study explores the influence of Airbnb's brand personality on both institutional trust and customer engagement, aiming to address a significant gap in marketing literature regarding hospitality brands. Through this investigation, we seek to establish a robust understanding of the interplay between these components within the realm of hospitality brands. Our f indings underscore competence, genuineness, and enthusiasm as the primary characteristics closely linked with Airbnb's brand identity. Notably, our research reveals that both consumer participation and institutional trust are profoundly shaped by a brand's personality. Specifically, competence emerges as the predominant driver of consumer involvement, while sincerity significantly impacts institutional trust [1].