Dimension performance through eWOM
| Sincerity | Most representative dimension. This dimension still counted on elements which boosted its results. “Friendly” was the most representative trait overall and a genuine feature of Aaker’s (1997) scale |
| Excitement | The second most expressive dimension. Although this dimension contained the smallest number of traits available for evaluation, it is proportionally the dimension with the best performance in the variation of personality traits identified in the reviews |
| Sophistication | Third overall position. It was a dimension which stood out along with competence in the study by Lee and Back (2010) in investigating upper-upscale business hotels. However, in the study by Li et al. (2014) which focused on economy hotels, this no longer presented the same performance |
| Competence | Ranked fourth overall. Perhaps it was the most unexpected position as the competence dimension was positioned as the most representative in studies by Lee and Back (2010) and Li et al. (2014). However, its position does not mean poor performance, as the numbers are relatively close to the sustainability and sophistication dimensions |
| Sustainability | Fifth position. It was only in fifth position below the Competence dimension in the NYC hotel. The performance is considered satisfactory, and even more so when the sustainability theme is still in the adaptation process from the perspective of brand personality literature, but it is already well represented together with Aaker’s (1997) five well-known dimensions |
| Ruggedness | The lowest performance. This dimension was considered inadequate by some academics when applied to hotel brands. This reinforces the claim that the attributes belonging to ruggedness are not indicated to represent the personality of a hotel brand |
| Sincerity | Most representative dimension. This dimension still counted on elements which boosted its results. “Friendly” was the most representative trait overall and a genuine feature of |
| Excitement | The second most expressive dimension. Although this dimension contained the smallest number of traits available for evaluation, it is proportionally the dimension with the best performance in the variation of personality traits identified in the reviews |
| Sophistication | Third overall position. It was a dimension which stood out along with competence in the study by |
| Competence | Ranked fourth overall. Perhaps it was the most unexpected position as the competence dimension was positioned as the most representative in studies by |
| Sustainability | Fifth position. It was only in fifth position below the Competence dimension in the NYC hotel. The performance is considered satisfactory, and even more so when the sustainability theme is still in the adaptation process from the perspective of brand personality literature, but it is already well represented together with |
| Ruggedness | The lowest performance. This dimension was considered inadequate by some academics when applied to hotel brands. This reinforces the claim that the attributes belonging to ruggedness are not indicated to represent the personality of a hotel brand |
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