Brand gender and consumer-based brand equity on facebook: the mediating role of consumer-brand engagement and brand love

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 relationsh...

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Detalhes bibliográficos
Autor principal: Machado, Joana César (author)
Outros Autores: Vacas-de-Carvalho, Leonor (author), Azar, Salim L. (author), André, Ana Raquel (author), Santos, Barbara Pires dos (author)
Formato: article
Idioma:eng
Publicado em: 2018
Assuntos:
Brand gender
Consumer-based brand equity
Facebook
Consumer-brand engagement
Brand love
Texto completo:http://hdl.handle.net/10400.14/26246
País:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/26246

Texto Completo

http://hdl.handle.net/10400.14/26246

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