The impact of brand gender on consumer-brand engagement and consumer-based brand equity on Facebook

descriptionPublicationkeyboard_double_arrow_right Conference object , Article , Part of book or chapter of book 01 May 2017 Portugal English Publisher:Linnaeus University

Authors: Machado, Joana; Azar, Salim L.; Carvalho, Leonor Vacas de;

handle: 10174/25298 , 10400.14/43388

The impact of brand gender on consumer-brand engagement and consumer-based brand equity on Facebook

- Summary
- Subjects
- Metrics

Abstract

In this research, we investigate how two distinct and universal dimensions of brand personality - brand masculinity and brand femininity - which constitute the two dimensions of brand gender (Grohmann 2009) influence consumer-brand engagement on Facebook. Another critical aim is to investigate the relationship between brand masculinity and brand femininity perceptions and consumer-based brand equity, on Facebook.

Country

Portugal

Related Organizations

Universidade Católica Portuguesa
Portugal
University of Évora
Portugal

Keywords

Facebook, consumer-brand engagement, consumer-based brand equity, brand love, brand gender

Impact byBIP!

	selected citations These citations are derived from selected sources. This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).	0
	popularity This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.	Average
	influence This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).	Average
	impulse This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.	Average