Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love
Main Author: | |
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Publication Date: | 2019 |
Other Authors: | , , , |
Format: | Article |
Language: | eng |
Source: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Download full: | http://hdl.handle.net/10174/25268 https://doi.org/10.1016/j.jbusres.2018.07.016 |
Summary: | Brand 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 roleofconsumer–brandengagement (CBE)andbrandlove(BL)onthisrelationship.Thisresearchwas 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 |
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Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand loveBrand genderConsumer-based brand equityFacebookConsumer–brand engagementBrand LoveBrand 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 roleofconsumer–brandengagement (CBE)andbrandlove(BL)onthisrelationship.Thisresearchwas 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 CBEJournal of Business Research2019-02-28T14:20:03Z2019-02-282019-03-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articlehttp://hdl.handle.net/10174/25268https://doi.org/10.1016/j.jbusres.2018.07.016http://hdl.handle.net/10174/25268https://doi.org/10.1016/j.jbusres.2018.07.016engMachado, J. C., Vacas-de-Carvalho, L., Azar, S. A., André, A. R. & Santos, B. P. (2018). “Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love”. Journal of Business Research, 96, pp. 376-385.jcmachado@porto.ucp.ptleonorvc@uevora.ptsalim.azar@u-cergy.frndnd662Machado, Joana CésarVacas-de-Carvalho, LeonorAzar, Salim L.Andre, Ana RaquelSantos, Barbara P.info: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:RCAAP2024-01-03T19:18:59Zoai:dspace.uevora.pt:10174/25268Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:15:44.378760Repositório 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 |
Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love |
title |
Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love |
spellingShingle |
Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love Machado, Joana César Brand gender Consumer-based brand equity Consumer–brand engagement Brand Love |
title_short |
Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love |
title_full |
Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love |
title_fullStr |
Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love |
title_full_unstemmed |
Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love |
title_sort |
Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love |
author |
Machado, Joana César |
author_facet |
Machado, Joana César Vacas-de-Carvalho, Leonor Azar, Salim L. Andre, Ana Raquel Santos, Barbara P. |
author_role |
author |
author2 |
Vacas-de-Carvalho, Leonor Azar, Salim L. Andre, Ana Raquel Santos, Barbara P. |
author2_role |
author author author author |
dc.contributor.author.fl_str_mv |
Machado, Joana César Vacas-de-Carvalho, Leonor Azar, Salim L. Andre, Ana Raquel Santos, Barbara P. |
dc.subject.por.fl_str_mv |
Brand gender Consumer-based brand equity Consumer–brand engagement Brand Love |
topic |
Brand gender Consumer-based brand equity Consumer–brand engagement Brand Love |
description |
Brand 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 roleofconsumer–brandengagement (CBE)andbrandlove(BL)onthisrelationship.Thisresearchwas 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 |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-02-28T14:20:03Z 2019-02-28 2019-03-01T00:00:00Z |
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/10174/25268 https://doi.org/10.1016/j.jbusres.2018.07.016 http://hdl.handle.net/10174/25268 https://doi.org/10.1016/j.jbusres.2018.07.016 |
url |
http://hdl.handle.net/10174/25268 https://doi.org/10.1016/j.jbusres.2018.07.016 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
Machado, J. C., Vacas-de-Carvalho, L., Azar, S. A., André, A. R. & Santos, B. P. (2018). “Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love”. Journal of Business Research, 96, pp. 376-385. jcmachado@porto.ucp.pt leonorvc@uevora.pt salim.azar@u-cergy.fr nd nd 662 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.publisher.none.fl_str_mv |
Journal of Business Research |
publisher.none.fl_str_mv |
Journal of Business Research |
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 |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799136639385075712 |