Purpose While consumer–brand relationships bring to mind commonalities such as shared interests and values, the way consumers construe information can differ depending on the situation and their connections to the brand. This study aims to propose that construal level impacts how consumers...

Adopting a construal-level theory approach, we investigate the impact of hypothetical distance on peer to peer (P2P) performance, and the moderation effect of social distance, hosts' experience and reputation. The study analyzes 58 140 Airbnbs between 2019 and 2020 on a monthly basis adopting a...