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Keywords: Feminine brand personality
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Journal Articles
Journal of Product & Brand Management (2022) 31 (5): 761–779.
Published: 02 December 2021
...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...
