2 documents found, page 1 of 1
The impact of brand gender on consumer-brand engagement and consumer-based bran...
Machado, Joana César; Azar, Salim; Vacas de Carvalho, LeonorIn 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 relationship between brand masculinity and brand femininity perceptions and consumer-based brand equity, on Facebook.
Motivations for consumer-brand engagement and consumer-based brand equity on Fa...
Carvalho, Leonor Vacas de; Azar, Salim; Machado, Joana CesarPurpose: In recent years, Facebook and other social media have become key players in branding activities. Yet, empirical research on consumer–brand interaction on Facebook is still needed, in particular research on consumer motivations for engaging with brands on social media. Understanding these motivations would provide brand managers a better understanding of their consumers. One of the aims of this research...