Analyzing consumer-based brand equity on Facebook: The impact of brand gender

Machado, J. C.; Azar, Salim L.; Vacas De Carvalho, Leonor; Mendes, A.; André, R.

Publication

Analyzing consumer-based brand equity on Facebook: The impact of brand gender

2016Conference object

dc.contributor.author	Machado, J. C.
dc.contributor.author	Azar, Salim L.
dc.contributor.author	Vacas De Carvalho, Leonor
dc.contributor.author	Mendes, A.
dc.contributor.author	André, R.
dc.date.accessioned	2017-07-12T17:36:07Z
dc.date.available	2017-07-12T17:36:07Z
dc.date.issued	2016
dc.description.abstract	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.	pt_PT
dc.description.version	info:eu-repo/semantics/publishedVersion	pt_PT
dc.identifier.citation	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.	pt_PT
dc.identifier.uri	http://hdl.handle.net/10400.14/22507
dc.language.iso	eng	pt_PT
dc.peerreviewed	no	pt_PT
dc.publisher	European Marketing Academy Conference
dc.rights.uri	http://creativecommons.org/licenses/by/4.0/	pt_PT
dc.subject	Facebook	pt_PT
dc.subject	Brand gender	pt_PT
dc.subject	Brand equity	pt_PT
dc.title	Analyzing consumer-based brand equity on Facebook: The impact of brand gender	pt_PT
dc.type	conference object
dspace.entity.type	Publication
oaire.citation.title	Proceedings of the 45th EMAC Annual Conference
person.familyName	Vacas de Carvalho
person.givenName	Leonor
person.identifier.ciencia-id	D11C-929A-2D36
person.identifier.orcid	0000-0001-8065-0932
person.identifier.scopus-author-id	55356639800
rcaap.rights	openAccess	pt_PT
rcaap.type	conferenceObject	pt_PT
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relation.isAuthorOfPublication.latestForDiscovery	538c58e3-ce59-44c7-8298-5dc4fbfdb1a7