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

dc.contributor.author	Machado, Joana César
dc.contributor.author	Azar, Salim
dc.contributor.author	Vacas de Carvalho, Leonor
dc.date.accessioned	2019-02-28T21:27:44Z
dc.date.available	2019-02-28T21:27:44Z
dc.date.issued	2017-04
dc.description.abstract	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.	por
dc.identifier.authoremail	jcmachado@porto.ucp.pt
dc.identifier.authoremail	salim.azar@u-cergy.fr
dc.identifier.authoremail	leonorvc@uevora.pt
dc.identifier.citation	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	por
dc.identifier.uri	http://hdl.handle.net/10174/25298
dc.language.iso	eng	por
dc.peerreviewed	no	por
dc.publisher	Proceedings of the 12th Global Brand Conference	por
dc.rights	openAccess	por
dc.subject	Facebook	por
dc.subject	consumer-brand engagement	por
dc.subject	brand gender	por
dc.subject	brand love	por
dc.subject	consumer-based brand equity	por
dc.title	The impact of brand gender on consumer-brand engagement and consumer-based brand equity on Facebook	por
dc.type	article	por

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