The impact of brand gender on consumer-brand engagement and consumer-based brand equity on Facebook

Detalhes bibliográficos
Autor(a) principal: Machado, Joana César
Data de Publicação: 2017
Outros Autores: Azar, Salim, Vacas de Carvalho, Leonor
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10174/25298
Resumo: In this research, we investigate how two distinct and universal dimensions of brand personality - brand masculinity and brand femininity - which constitute the two dimensions of brand gender (Grohmann 2009) influence consumer-brand engagement on Facebook. Another critical aim is to investigate the relationship between brand masculinity and brand femininity perceptions and consumer-based brand equity, on Facebook.
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spelling The impact of brand gender on consumer-brand engagement and consumer-based brand equity on FacebookFacebookconsumer-brand engagementbrand genderbrand loveconsumer-based brand equityIn this research, we investigate how two distinct and universal dimensions of brand personality - brand masculinity and brand femininity - which constitute the two dimensions of brand gender (Grohmann 2009) influence consumer-brand engagement on Facebook. Another critical aim is to investigate the relationship between brand masculinity and brand femininity perceptions and consumer-based brand equity, on Facebook.Proceedings of the 12th Global Brand Conference2019-02-28T21:27:44Z2019-02-282017-04-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articlehttp://hdl.handle.net/10174/25298http://hdl.handle.net/10174/25298engMachado, J., Azar, Salim, L. & Vacas-de-Carvalho, L. (2017). Proceedings of the 12th Global Brand Conference, Linnaeus University School of Business and Economics, Kalmar, Sweden, 26-28 Apriljcmachado@porto.ucp.ptsalim.azar@u-cergy.frleonorvc@uevora.ptMachado, Joana CésarAzar, SalimVacas de Carvalho, Leonorinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-01-03T19:19:01Zoai:dspace.uevora.pt:10174/25298Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:15:47.813740Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The impact of brand gender on consumer-brand engagement and consumer-based brand equity on Facebook
title The impact of brand gender on consumer-brand engagement and consumer-based brand equity on Facebook
spellingShingle The impact of brand gender on consumer-brand engagement and consumer-based brand equity on Facebook
Machado, Joana César
Facebook
consumer-brand engagement
brand gender
brand love
consumer-based brand equity
title_short The impact of brand gender on consumer-brand engagement and consumer-based brand equity on Facebook
title_full The impact of brand gender on consumer-brand engagement and consumer-based brand equity on Facebook
title_fullStr The impact of brand gender on consumer-brand engagement and consumer-based brand equity on Facebook
title_full_unstemmed The impact of brand gender on consumer-brand engagement and consumer-based brand equity on Facebook
title_sort The impact of brand gender on consumer-brand engagement and consumer-based brand equity on Facebook
author Machado, Joana César
author_facet Machado, Joana César
Azar, Salim
Vacas de Carvalho, Leonor
author_role author
author2 Azar, Salim
Vacas de Carvalho, Leonor
author2_role author
author
dc.contributor.author.fl_str_mv Machado, Joana César
Azar, Salim
Vacas de Carvalho, Leonor
dc.subject.por.fl_str_mv Facebook
consumer-brand engagement
brand gender
brand love
consumer-based brand equity
topic Facebook
consumer-brand engagement
brand gender
brand love
consumer-based brand equity
description In this research, we investigate how two distinct and universal dimensions of brand personality - brand masculinity and brand femininity - which constitute the two dimensions of brand gender (Grohmann 2009) influence consumer-brand engagement on Facebook. Another critical aim is to investigate the relationship between brand masculinity and brand femininity perceptions and consumer-based brand equity, on Facebook.
publishDate 2017
dc.date.none.fl_str_mv 2017-04-01T00:00:00Z
2019-02-28T21:27:44Z
2019-02-28
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10174/25298
http://hdl.handle.net/10174/25298
url http://hdl.handle.net/10174/25298
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Machado, J., Azar, Salim, L. & Vacas-de-Carvalho, L. (2017). Proceedings of the 12th Global Brand Conference, Linnaeus University School of Business and Economics, Kalmar, Sweden, 26-28 April
jcmachado@porto.ucp.pt
salim.azar@u-cergy.fr
leonorvc@uevora.pt
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.publisher.none.fl_str_mv Proceedings of the 12th Global Brand Conference
publisher.none.fl_str_mv Proceedings of the 12th Global Brand Conference
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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