دانلود رایگان مقاله انگلیسی جنس برند و ارزش برند مبتنی بر مصرف کننده در فیس بوک: تعامل برند مصرف کننده و عشق برند - الزویر 2018

عنوان فارسی
جنس برند و ارزش برند مبتنی بر مصرف کننده در فیس بوک: نقش میانجی از تعامل با نام تجاری مصرف کننده و عشق برند
عنوان انگلیسی
Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love
صفحات مقاله فارسی
0
صفحات مقاله انگلیسی
10
سال انتشار
2018
نشریه
الزویر - Elsevier
فرمت مقاله انگلیسی
PDF
نوع مقاله
ISI
نوع نگارش
مقالات پژوهشی (تحقیقاتی)
رفرنس
دارد
پایگاه
اسکوپوس
کد محصول
E9728
رشته های مرتبط با این مقاله
مدیریت
گرایش های مرتبط با این مقاله
مدیریت بازرگانی، بازاریابی
مجله
مجله تحقیقات تجاری - Journal of Business Research
دانشگاه
Católica Porto Business School and CEGE - Universidade Católica Portuguesa - Portugal
کلمات کلیدی
جنس برند، ارزش برند مبتنی بر مصرف کننده، فیس بوک، مشارکت برند-مصرف کننده، عشق به برند
doi یا شناسه دیجیتال
https://doi.org/10.1016/j.jbusres.2018.07.016
چکیده

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.

نتیجه گیری

5. Discussion and conclusion


The present study investigated how the two gender dimensions of brand personality influence CBBE on Facebook. Moreover, the study demonstrates the role of BL and CBE as mediating variables in these relationships. In the following sections, we discuss the theoretical contributions and managerial implications of our study.


5.1. Theoretical contributions


Previous research (Lieven et al., 2015; van Tilburg et al., 2015) has suggested that MBP and FBP have a direct effect on brand equity, such that more masculine and more feminine brands elicit higher brand equity. The first finding of this research advances prior work by showing a full mediation impact of brand gender on CBBE through BL and CBE: our model explains 31.8% of the total variance of CBBE, whereas the model without the mediators explains only 6.3% of the total variance of CBBE. Hence, this research contributes to a better theoretical understanding of the impact of brand gender on CBBE, which adds to the brand gender literature (Grohmann, 2009; Lieven et al., 2015; van Tilburg et al., 2015). This first result explains the underlying process regarding the development of CBBE.


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