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Azar, Salim L.

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0000-0003-1872-3656

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2019 - 20202
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  • Brand gender and consumer-based brand equity on facebook: the mediating role of consumer-brand engagement and brand love
    Publication . Machado, Joana César; Vacas-de-Carvalho, Leonor; Azar, Salim L.; André, Ana Raquel; Santos, Barbara Pires dos
    Brand gender has been suggested as a relevant source of consumer-based brand equity (CBBE). The purpose of this paper is to deepen understanding of the relationship between brand gender and CBBE by analyzing the mediating role of consumer–brand engagement (CBE) and brand love (BL) on this relationship. This research was conducted on Facebook, the dominant global social media platform. The hypotheses were tested using structural equation modeling. Results support 6 of the 9 hypotheses, with a significant relationship between analyzed constructs. This study advances prior work by showing that brand gender has an indirect and relevant impact on CBBE through BL and CBE. Therefore, this research confirms the advantages of clear gender positioning and extends prior research by suggesting that brands with a strong gender identity will encourage BL and CBE.
    2019Journal article Restricted access Show more
  • Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effects
    Publication . Carvalho, Leonor Vacas de; Azar, Salim L.; Machado, Joana César
    Brand gender has been suggested to influence consumer’s responses to the brand. The aim of this research was to deepen the understanding of the relationship between brand gender and brand loyalty by developing a research model to test the relationships among brand gender, active consumer engagement with the brand on social media, perceived quality, brand love and brand loyalty. The hypotheses were tested using structural equation modelling. The results support the importance of active consumer brand-engagement, perceived quality and brand love in underpinning the underlying process between brand gender and brand loyalty. Hence, this research complements prior work on brand gender and confirms the important benefits of a clear brand gender positioning by showing that a strong gender identity will enhance loyalty towards the brand.
    2020Journal article Open access Show more