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Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effects

Author

Listed:
  • Leonor Vacas de Carvalho
  • Salim Azar

    (USJ - Université Saint-Joseph de Beyrouth)

  • Joana Cesar Machado

Abstract

Brand gender has been suggested to influence consumer's responses to the brand. The aim of this research was to deepen the understanding of the relationship between brand gender and brand loyalty by developing a research model to test the relationships among brand gender, active consumer engagement with the brand on social media, perceived quality, brand love and brand loyalty. The hypotheses were tested using structural equation modelling. The results support the importance of active consumer brandengagement, perceived quality and brand love in underpinning the underlying process between brand gender and brand loyalty. Hence, this research complements prior work on brand gender and confirms the important benefits of a clear brand gender positioning by showing that a strong gender identity will enhance loyalty towards the brand.

Suggested Citation

  • Leonor Vacas de Carvalho & Salim Azar & Joana Cesar Machado, 2020. "Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effects," Post-Print hal-03065885, HAL.
    • Handle: RePEc:hal:journl:hal-03065885
    DOI: 10.1080/0267257X.2020.1740293
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    Citations

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    Cited by:

    1. Delgado-Ballester, Elena & Fernandez-Sabiote, Estela, 2024. "Brand Stereotypes: On the relationships with gendered brand personality and agentic and communal values in fostering Consumer–Brand identification," Journal of Business Research, Elsevier, vol. 177(C).
    2. Joana César Machado & Beatriz Fonseca & Carla Martins, 2021. "Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affect," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 152-170, March.
    3. Ulrich, Isabelle & Azar, Salim L. & Aimé, Isabelle, 2020. "Stay close but not too close: The role of similarity in the cross-gender extension of patronymic brands," Journal of Business Research, Elsevier, vol. 120(C), pages 157-174.
    4. Mangirdas Mork̄unas, 2023. "Revealing Differences in Brand Loyalty and Brand Engagement of Single or no Parented Young Adults," IIM Kozhikode Society & Management Review, , vol. 12(1), pages 102-111, January.
    5. Jill Nash & Cindy Sidhu, 2023. "‘Pink is for girls, blue is for boys’ exploring brand gender identity in children’s clothing, a post-evaluation of British retailer John Lewis," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 381-397, September.

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