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Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effects

2020Journal article Open access
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dc.contributor.authorCarvalho, Leonor Vacas de
dc.contributor.authorAzar, Salim L.
dc.contributor.authorMachado, Joana César
dc.date.accessioned2020-04-14T11:30:11Z
dc.date.available2020-04-14T11:30:11Z
dc.date.issued2020
dc.description.abstractBrand 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationCarvalho, L. V., Azar, S. L., Machado, J. C. (2020). Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effects. Journal of Marketing Managementpt_PT
dc.identifier.doi10.1080/0267257X.2020.1740293pt_PT
dc.identifier.eid85082423911
dc.identifier.eissn1472-1376
dc.identifier.issn0267-257X
dc.identifier.pmid31230499
dc.identifier.urihttp://hdl.handle.net/10400.14/30257
dc.identifier.wos000524668700001
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherTaylor & Francispt_PT
dc.subjectRand genderpt_PT
dc.subjectSNSspt_PT
dc.subjectBrand loyaltypt_PT
dc.subjectBrand lovept_PT
dc.subjectFacebook brand pagept_PT
dc.titleBridging the gap between brand gender and brand loyalty on social media: exploring the mediating effectspt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage1152
oaire.citation.issue11-12
oaire.citation.startPage1125
oaire.citation.titleJournal of Marketing Managementpt_PT
oaire.citation.volume36
person.familyNameAzar
person.familyNameCésar Machado
person.givenNameSalim L.
person.givenNameJoana
person.identifier.orcid0000-0003-1872-3656
person.identifier.orcid0000-0003-3798-5299
person.identifier.ridB-4603-2008
person.identifier.scopus-author-id55948157500
person.identifier.scopus-author-id55115340800
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublicationfe2666eb-1c1e-4ee3-8225-2e92b8714665
relation.isAuthorOfPublication1b96dd7b-e8b3-4d0a-8174-03048a593dff
relation.isAuthorOfPublication.latestForDiscovery1b96dd7b-e8b3-4d0a-8174-03048a593dff

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