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Brand gender and consumer-based brand equity on facebook: the mediating role of consumer-brand engagement and brand love

2019Journal article Restricted access
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dc.contributor.authorMachado, Joana César
dc.contributor.authorVacas-de-Carvalho, Leonor
dc.contributor.authorAzar, Salim L.
dc.contributor.authorAndré, Ana Raquel
dc.contributor.authorSantos, Barbara Pires dos
dc.date.accessioned2018-11-30T11:14:38Z
dc.date.available2018-11-30T11:14:38Z
dc.date.issued2019
dc.description.abstractBrand 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationMachado, J.C., Vacas-de-Carvalho, L., Azar, S.L., André, A.R., Santos, B.P. (2019). Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love. Journal of Business Research. 96, 376-385pt_PT
dc.identifier.doi10.1016/j.jbusres.2018.07.016pt_PT
dc.identifier.eid85050644947
dc.identifier.eissn1873-7978
dc.identifier.issn0148-2963
dc.identifier.urihttp://hdl.handle.net/10400.14/26246
dc.identifier.wos000457512300033
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherElsevierpt_PT
dc.subjectBrand genderpt_PT
dc.subjectConsumer-based brand equitypt_PT
dc.subjectFacebookpt_PT
dc.subjectConsumer-brand engagementpt_PT
dc.subjectBrand lovept_PT
dc.titleBrand gender and consumer-based brand equity on facebook: the mediating role of consumer-brand engagement and brand lovept_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage385
oaire.citation.startPage376
oaire.citation.volume96
person.familyNameCésar Machado
person.familyNameVacas de Carvalho
person.familyNameAzar
person.givenNameJoana
person.givenNameLeonor
person.givenNameSalim L.
person.identifier.ciencia-idD11C-929A-2D36
person.identifier.orcid0000-0003-3798-5299
person.identifier.orcid0000-0001-8065-0932
person.identifier.orcid0000-0003-1872-3656
person.identifier.ridB-4603-2008
person.identifier.scopus-author-id55115340800
person.identifier.scopus-author-id55356639800
person.identifier.scopus-author-id55948157500
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication1b96dd7b-e8b3-4d0a-8174-03048a593dff
relation.isAuthorOfPublication538c58e3-ce59-44c7-8298-5dc4fbfdb1a7
relation.isAuthorOfPublicationfe2666eb-1c1e-4ee3-8225-2e92b8714665
relation.isAuthorOfPublication.latestForDiscovery1b96dd7b-e8b3-4d0a-8174-03048a593dff

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