Please use this identifier to cite or link to this item:

Title: The impact of brand gender on consumer-brand engagement and consumer-based brand equity on Facebook
Authors: Machado, Joana César
Azar, Salim
Vacas de Carvalho, Leonor
Keywords: Facebook
consumer-brand engagement
brand gender
brand love
consumer-based brand equity
Issue Date: Apr-2017
Publisher: Proceedings of the 12th Global Brand Conference
Citation: Machado, J., Azar, Salim, L. & Vacas-de-Carvalho, L. (2017). Proceedings of the 12th Global Brand Conference, Linnaeus University School of Business and Economics, Kalmar, Sweden, 26-28 April
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.
Type: article
Appears in Collections:GES - Artigos em Livros de Actas/Proceedings

Files in This Item:

File Description SizeFormat
GBC_2017_Machado Vacas de Carvalho and Azar_The Impact of brand gender on consumer brand engagement and consumer based brand equity on Facebook_4 Nov 2016_authors.pdf351.12 kBAdobe PDFView/Open
FacebookTwitterDeliciousLinkedInDiggGoogle BookmarksMySpaceOrkut
Formato BibTex mendeley Endnote Logotipo do DeGóis 

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.


Dspace Dspace
DSpace Software, version 1.6.2 Copyright © 2002-2008 MIT and Hewlett-Packard - Feedback
UEvora B-On Curriculum DeGois