Please use this identifier to cite or link to this item:
http://hdl.handle.net/10174/25298
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| 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. |
| URI: | http://hdl.handle.net/10174/25298 |
| Type: | article |
| Appears in Collections: | GES - Artigos em Livros de Actas/Proceedings
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