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Orientador(es)
Resumo(s)
In recent years, Facebook and other social media have become key players in branding
activities. However, empirical research is still needed about the way in which consumerbased
brand equity is created on social media. The purpose of this paper is to study the
relationship between masculine and feminine brand personality and brand equity, on
Facebook, and to analyze the mediating role of consumer-brand engagement and brand love
on this relationship. Data were collected using an online survey with 614 valid responses. The
hypotheses were tested using structural equation modeling. Results support 7 of the 11
hypotheses with significant relationship between analyzed constructs. This study confirms the
advantages of a clear gender positioning and extends prior research by suggesting that brands
with a strong brand gender identity will encourage brand love. Results also highlight that
brand love has a mediating role on the relationship between brand gender and overall brand
equity.
Descrição
Palavras-chave
Facebook Brand gender Brand equity
Contexto Educativo
Citação
MACHADO, J. C.; AZAR, Salim L.; VACAS-DE-CARVALHo, Leonor; MENDES, A.; ANDRÉ, R. - Analyzing consumer-based brand equity on Facebook: The impact of brand gender. In 45th EMAC Annual Conference, Oslo, Norway, 26-29 May, 2016. – In Proceedings of the 45th EMAC Annual Conference. [S.l.]: European Marketing Academy Conference, 2016. 7 p.
Editora
European Marketing Academy Conference