Understanding the ties between brand gender and brand engagement in online brand communities : the moderating role of consumers' biological sex
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 | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Geschlecht | Gender | Markenartikel | Brand | Social Web | Social web | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing |
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