skip to main content
Language:
Search Limited to: Search Limited to: Resource type Show Results with: Show Results with: Search type Index

Understanding the ties between brand gender and brand engagement in online brand communities: the moderating role of consumers’ biological sex

The journal of product & brand management, 2022-06, Vol.31 (5), p.761-779 [Peer Reviewed Journal]

Emerald Publishing Limited ;Emerald Publishing Limited. ;ISSN: 1061-0421 ;EISSN: 2054-1643 ;DOI: 10.1108/JPBM-11-2019-2659

Full text available

Citations Cited by
  • Title:
    Understanding the ties between brand gender and brand engagement in online brand communities: the moderating role of consumers’ biological sex
  • Author: Kumar, Jitender
  • Subjects: Brand identification ; Brand loyalty ; Consumer behavior ; Consumers ; Femininity ; Gender ; Personality ; Personality traits ; Social networks
  • Is Part Of: The journal of product & brand management, 2022-06, Vol.31 (5), p.761-779
  • Description: Purpose This study aims to examine how brand gender (masculine/feminine brand personality [FBP] traits) stimulates brand engagement (cognitive processing, affection and activation) inside online brand communities (OBCs). The authors also explore the mediation of this effect through brand identification and brand personality appeal (BPA). The moderating role of consumers’ biological sex is also investigated. Design/methodology/approach The theoretical model has been tested with the data collected from OBC members through the structural equation modelling technique. Bootstrapping is used for mediation analysis and multiple group analysis for testing the moderating effects. Findings Results show that masculine brand personality (MBP) influences brand engagement directly, as well as through brand identification and BPA. However, FBP elicits brand engagement only through the mediation of brand identification and BPA. Consumers’ biological sex moderates the effect of FBP on brand engagement, but no moderation was traced for the effect of MBP on brand engagement. Research limitations/implications The context of the research poses a limitation on the broader replication of study findings. Other limitations include the absence of community-based variables and the focused use of gender centric brands in this study. This research will help researchers to understand the nuances in the underlying relationship between brand gender and brand engagement inside OBCs. Practical implications The managers can emphasize MBP but should not downplay the importance of FBP inside OBCs. To achieve brand engagement, the marketers should curate FBP in a way to affecting consumers’ brand identification and brand appeal. To achieve consumer brand engagement, MBP can be targeted at both male and female consumers, whereas FBP holds more importance among female consumers. Therefore, classifying members as per their biological sex is recommended for better brand engagement from brand gender inside OBCs. Originality/value This study explores finer mechanisms in the relationship between brand gender and brand engagement inside OBCs by charting out the powerful mediating role played by brand identification and BPA. The moderating role of consumers’ biological sex is an important dimension to these relationships, not explored hitherto.
  • Publisher: Santa Barbara: Emerald Publishing Limited
  • Language: English
  • Identifier: ISSN: 1061-0421
    EISSN: 2054-1643
    DOI: 10.1108/JPBM-11-2019-2659
  • Source: ProQuest Central
Back to results list
INSPIRE LIBRARY - TON DUC THANG UNIVERSITY (84-028) 37 755 057 Feedback
19 Nguyen Huu Tho St. Dist.7, HCM thuvien@tdtu.edu.vn

Copyright © 2017 INSPIRE LIBRARY - TON DUC THANG UNIVERSITY

Searching Remote Databases, Please Wait