The impact of brand gender on consumer-brand engagement and consumer-based brand equity on Facebook
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Outros Autores: | , |
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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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 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 |
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1799136639976472576 |