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 roleofconsumer–brandengagement (CBE)andbrandlove(BL)onthisrelationship.Thisres...

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Bibliographic Details
Main Author: Machado, Joana César (author)
Other Authors: Vacas-de-Carvalho, Leonor (author), Azar, Salim L. (author), Andre, Ana Raquel (author), Santos, Barbara P. (author)
Format: article
Language:eng
Published: 2019
Subjects:
Brand gender
Consumer-based brand equity
Facebook
Consumer–brand engagement
Brand Love
Online Access:http://hdl.handle.net/10174/25268
Country:Portugal
Oai:oai:dspace.uevora.pt:10174/25268

Internet

http://hdl.handle.net/10174/25268

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