Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love
By Joana César Machado, Leonor Vacas-de-Carvalho, Salim L. Azar, Ana Raquel André, Barbara Dos Santos. Journal of business research, 2019
211 citations recorded by the source corpus.
Abstract 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 role of consumer–brand engagement (CBE) and brand love (BL) on this relationship. This research was 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.
Subfields: Gender Studies, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/41495b03ac262c6cedcd4fc240931ee73ba8d3f7
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Citations in the corpus
- Does experience affect engagement? Role of destination brand engagement in developing brand advocacy and revisit intentions (2020, background): “…have coined the term “consumer brand engagement” (CBE) (Hollebeek et al., 2014; Leckie et al., 2016) and theoretically deliberated its role in understanding various facets of consumer behavior such as loyalty and relationships (Brodie et al., 2011; Machado et al., 2019; Van Doorn et al., 2010).”
- The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention (2019, background): “to create value, present interesting and real-time contents, ensure co-creation with customers, and encourage them to new ideas (Machado et al. 2019).”