Bridging the gap between brand gender and brand loyalty on social media : exploring the mediating effects
Year of publication: |
2020
|
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Authors: | Vacas-de-Carvalho, Leonor ; Azar, Salim L. ; Machado, Joana César |
Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 36.2020, 11/12, p. 1125-1152
|
Subject: | brand love | brand loyalty | Facebook brand page | Rand gender | SNSs | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Markenführung | Brand management | Markenartikel | Brand | Geschlecht | Gender | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Markentreue | Brand loyalty | Online-Marketing | Internet marketing |
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