Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effects
Brand gender has been suggested to influence consumer’s responses to the brand. The aim of this research was to deepen the understanding of the relationship between brand gender and brand loyalty by developing a research model to test the relationships among brand gender, active consumer engagement...
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| Outros Autores: | , |
| Formato: | article |
| Idioma: | eng |
| Publicado em: |
2020
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| Assuntos: | |
| Texto completo: | http://hdl.handle.net/10400.14/30257 |
| País: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/30257 |