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

Joana César Machado*, Leonor Vacas-de-Carvalho, Salim L. Azar, Ana Raquel André, Barbara Pires dos Santos

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

59 Citations (Scopus)

Abstract

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 relationship. This research was conducted on Facebook, the dominant global social media platform. The hypotheses were tested using structural equation modeling. Results support 6 of the 9 hypotheses, with a significant relationship between analyzed constructs. This study advances prior work by showing that brand gender has an indirect and relevant impact on CBBE through BL and CBE. Therefore, this research confirms the advantages of clear gender positioning and extends prior research by suggesting that brands with a strong gender identity will encourage BL and CBE.
Original languageEnglish
Pages (from-to)376-385
Number of pages10
JournalJournal of Business Research
Volume96
DOIs
Publication statusPublished - Mar 2019

Keywords

  • Brand gender
  • Brand love
  • Consumer-based brand equity
  • Consumer–brand engagement
  • Facebook

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