The impact of brand gender on consumer-brand engagement and consumer-based brand equity on Facebook
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 r...
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| Outros Autores: | , |
| Formato: | article |
| Idioma: | eng |
| Publicado em: |
2019
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| Assuntos: | |
| Texto completo: | http://hdl.handle.net/10174/25298 |
| País: | Portugal |
| Oai: | oai:dspace.uevora.pt:10174/25298 |