Add to ORKGIn 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
Purpose of the Study: The study aims to examine and analyze the effects of various marketing related...
Researchers and brand managers have limited understanding of the effects social media communication ...
This paper investigates how personalized advertising affects customer brand relationship in social m...
In recent years, Facebook and other social media have become key players in branding activities. How...
In recent years, Facebook and other social media have become key players in branding activities. Ho...
Brand gender has been suggested as a relevant source of consumer-based brand equity (CBBE). The purp...
Currently, it is difficult for marketers to excel by virtuously focusing on traditional marketing ap...
Brand gender has been suggested to influence consumer’s responses to the brand. The aim of this rese...
In the last few years customer engagement has received asignificant attention of researchers and mar...
Advertising and marketing managers understand that not all brands need to be on social media, but wh...
Recently, socialmedia have emerged as key marketing communication channels. In this context, consume...
Purpose – The purpose of this article is to fill the gap in the discussion of the ways in which firm...
The aims of this research are to examine the influence of brand gender, consumer engagement, and bra...
Marketers today use social networking sites as their communication channel to promote their brands. ...
The aim of this research is to gain a deeper understanding of brand personality by focusing on femi...
Purpose of the Study: The study aims to examine and analyze the effects of various marketing related...
Researchers and brand managers have limited understanding of the effects social media communication ...
This paper investigates how personalized advertising affects customer brand relationship in social m...
In recent years, Facebook and other social media have become key players in branding activities. How...
In recent years, Facebook and other social media have become key players in branding activities. Ho...
Brand gender has been suggested as a relevant source of consumer-based brand equity (CBBE). The purp...
Currently, it is difficult for marketers to excel by virtuously focusing on traditional marketing ap...
Brand gender has been suggested to influence consumer’s responses to the brand. The aim of this rese...
In the last few years customer engagement has received asignificant attention of researchers and mar...
Advertising and marketing managers understand that not all brands need to be on social media, but wh...
Recently, socialmedia have emerged as key marketing communication channels. In this context, consume...
Purpose – The purpose of this article is to fill the gap in the discussion of the ways in which firm...
The aims of this research are to examine the influence of brand gender, consumer engagement, and bra...
Marketers today use social networking sites as their communication channel to promote their brands. ...
The aim of this research is to gain a deeper understanding of brand personality by focusing on femi...
Purpose of the Study: The study aims to examine and analyze the effects of various marketing related...
Researchers and brand managers have limited understanding of the effects social media communication ...
This paper investigates how personalized advertising affects customer brand relationship in social m...