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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Bibliographic Details
Main Author: Machado, Joana César (author)
Other Authors: Vacas-de-Carvalho, Leonor (author), Azar, Salim L. (author), André, Ana Raquel (author), Santos, Barbara Pires dos (author)
Format: article
Language:eng
Published: 2018
Subjects:
Brand gender
Consumer-based brand equity
Facebook
Consumer-brand engagement
Brand love
Online Access:http://hdl.handle.net/10400.14/26246
Country:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/26246

Internet

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

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