Understanding the ties between brand gender and brand engagement in online brand communities : the moderating role of consumers' biological sex
Jitender Kumar
| Year of publication: |
2022
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|---|---|
| Authors: | Kumar, Jitender |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 31.2022, 5, p. 761-779
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| Subject: | Brand gender | Brand personality | Brand personality appeal | Consumer brand engagement | Consumer brand identification | Feminine brand personality | Masculine brand personality | Online brand communities | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Social Web | Social web | Geschlecht | Gender | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing | Werbewirkung | Advertising effects | Persönlichkeitspsychologie | Personality psychology |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-11-2019-2659 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013407533