...Jitender Kumar 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...

... limitations/implications – French subjects constitute the sample. Future studies might investigate the transferability of our results to other cultures. The three constructs broadens the existing brand-as-a-person metaphor and brand gender literature. Practical implications – Managers need to consider...

... of the results to other cultures. The classification scheme broadens the existing brand personality and brand gender literature and its derived brand taxonomies. Practical implications – The results provide brand managers with a marketing tool to measure their brands' masculinity and allow them to adapt...