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

Machado, Joana César; Carvalho, Leonor Vacas de; Azar, Salim; André, Ana Raquel; Santos, Bárbara

doi:10.1016/j.jbusres.2018.07.016

Cited by 166 publications

(191 citation statements)

References 101 publications

(198 reference statements)

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“…Brand engagement has received extensive attention in the literature [91,92]. In terms of content, the related studies have mainly included pre-purchase behavior [15,16] and post-purchase behavior [17]. The pre-purchase engagement of tourists significantly affects their decision-making [93], such as making a customized route [29].…”

Section: Brand Engagementmentioning

confidence: 99%

“…As a dimension of brand equity, brand engagement is essential for the sustainable development of tourist destinations. Brand engagement emphasizes the reciprocity between brand and users [10] and comprehensively considers the pre-purchase behavior [15,16] and the post-purchase behavior [17], which puts forward a more comprehensive way to realize the sustainable development of destination brand. Existing research mostly discusses the positive influence of brand engagement on marketing performance of destinations [18], seldom tracking the antecedents of brand engagement and the causal paths among them, which is still a black box.…”

Section: Introductionmentioning

confidence: 99%

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Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

Bai

2020

Sustainability

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Tourist engagement in marketing activities for destinations has been seen as a new driving force for the sustainable development of such destinations and as an effective way to improve their brand equity. Based on the theory of value co-creation and the theory of consumer-based brand equity for destinations, this paper examines the antecedents of brand engagement and the causal paths among them and compares the estimated values of different paths with brand image, brand awareness, and brand quality as the independent variables; brand value and brand trust as the mediating variables; and brand engagement as the dependent variable, taking Shandong Province as an example. The final results show that brand image, brand awareness, and brand quality are all key antecedents of brand engagement; however, they play different roles. The total effect of brand quality is the largest, the total effect of brand awareness follows, and the total effect of brand image is the smallest. Furthermore, the mediating effect of brand value is larger than the mediating effect of brand trust. The results provide empirical support for promoting the management of brand equity for similar destinations and encouraging tourists to participate in value co-creation activities.

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Section: Brand Engagementmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

Bai

2020

Sustainability

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“…In addition to the contributions to the brand by a customer, who is committed to the brand, including a positive word-of-mouth and being a supporter of the brand, the consumer exhibits behavioral patterns such as purchase intention of the brand or repurchase intention in the future, low sensitivity to price change, and identification of self-image with the brand. Previous studies have shown that brand loyalty in social media has offered brands many important opportunities to create value, present interesting and real-time contents, ensure co-creation with customers, and encourage them to new ideas (Machado et al 2019).…”

Section: Brand Loyaltymentioning

confidence: 99%

The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention

Ceyhan

2019

emaj

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Social media offers a social interaction environment where consumers have the opportunity to communicate with brands, exchange ideas with other users, produce content and influence the masses. Brands also create various social media marketing applications by turning these opportunities in their favor. In this study, it was aimed to measure the effect of consumer perception on marketing applications of brands on Instagram pages and their impact on brand loyalty as well as purchase intention. In this context, the research model developed was tested on Beykent University students. Data obtained by the survey method were analyzed using SPSS and Amos package programs. According to research findings, the functional value, hedonic value and self-brand image congruency perceptions towards the Instagram page of the brand in question positively affected the purchase intention, whereas the social value and co-creation perceptions did not have a significant effect on purchase intention. The functional value, social value and self-brand image congruency perceptions towards the Instagram page of the brand in question positively affected brand loyalty, whereas the hedonic value and cocreation value perceptions were found to be unrelated to brand loyalty. Furthermore, it was observed that brand loyalty mediates the whole effect of the functional value and co-creation perceptions towards the Instagram page of the brand in question on purchase intention.

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“…Brand management, a key marketing strategy for enterprises (Capron and Hulland, 1999;Ertimur and Coskuner-Balli, 2015), includes the management of explicit elements, such as brand name and logo (Bresciani and Ponte, 2017;Luffarelli et al, 2019), and management of implicit elements, such as brand relationships and brand personality (Aaker, 1997;Machado et al, 2019). The entirety of these elements can influence the psychology and behavior of customers and may ultimately affect enterprises' brand equity (Bairrada et al, 2019;Bettels and Wiedmann, 2019).…”

Section: Introductionmentioning

confidence: 99%

Do Brand Competence and Warmth Always Influence Purchase Intention? The Moderating Role of Gender

et al. 2020

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Consumers' perceptions of a brand (e.g., competence or warmth) may directly affect their brand trust, purchase intention, and ability to achieving corporate goals of sustainability. However, gender acts as a moderator in the influence of brand perception on purchase intention. This study examined the main effects of brand perception on purchase intention, the moderating effect of gender, and the mediating effect of brand trust by conducting two experiments and a path analysis. Findings from experiment 1 show that perceived warmth and perceived competence exert significant positive effects on purchase intention with brand trust as a mediator. Findings from experiment 2 indicate that perceived warmth is influential only for female customers, not for male customers, that is, gender moderates the relationship between perceived warmth and purchase intention. However, gender does not moderate the influence of perceived competence on purchase intention. The results of the path analysis are consistent with the experimental results, indicating that the conclusions of the study are robust and reliable. Finally, theoretical contributions and managerial implications are discussed.

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

Cited by 166 publications

References 101 publications

Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention

Do Brand Competence and Warmth Always Influence Purchase Intention? The Moderating Role of Gender

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