Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love

Brand gender has been suggested as a relevant source of consumer-based brand equity (CBBE). The purpose of this paper is to deepen understanding of the relationship between brand gender and CBBE by analyzing the mediating roleofconsumer–brandengagement (CBE)andbrandlove(BL)onthisrelationship.Thisresearchwas conducted on Facebook, the dominant global social media platform. The hypotheses were tested using structural equation modeling. Results support 6 of the 9 hypotheses, with a significant relationship between analyzed constructs. This study advances prior work by showing that brand gender has an indirect and relevant impact on CBBE through BL and CBE. Therefore, this research confirms the advantages of clear gender positioning and extends prior research by suggesting that brands with a strong gender identity will encourage BL and CB

Analyzing consumer-based brand equity on Facebook: the impact of brand gender

In recent years, Facebook and other social media have become key players in branding activities. However, empirical research is still needed about the way in which consumer-based brand equity is created on social media. The purpose of this paper is to study the relationship between masculine and feminine brand personality and brand equity, on Facebook, and to analyze the mediating role of consumer-brand engagement and brand love on this relationship. Data were collected using an online survey with 614 valid responses. The hypotheses were tested using structural equation modeling. Results support 7 of the 11 hypotheses with significant relationship between analyzed constructs. This study confirms the advantages of a clear gender positioning and extends prior research by suggesting that brands with a strong brand gender identity will encourage brand love. Results also highlight that brand love has a mediating role on the relationship between brand gender and overall brand equity

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

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 brand-engagement, 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.info:eu-repo/semantics/publishedVersio

Evolución de las actitudes de alumnos ante el aprendizaje del inglés mediante el uso de la pizarra digital interactiva

We begin to be aware of the huge change our education has experimented recently as a consequence of the use of some technological resources so common nowadays. This situation has created new teaching-learning processes and roles, causing new pupils’ attitudes toward those subjects that are taught. The present work focuses on the attitudinal changes that several pupils from a school of Badajoz experiment when the Interactive Digital Whiteboard is taken into the English classroom and used as part of an experimental process, developed in three sessions, with different activities such as vocabulary games or recipes. An attitude scale based on the Osgood’s Semantic Differential has been developed in order to adapt it to our sample (8 years old). The results we get from the pretest-postest show an improvement of those pupils’ attitudes toward English, so we can somehow relate the use of this technological tool and a higher interest for the subject studied.Desde hace unos años la educación está experimentando grandes cambios, en gran parte debido a la incorporación de recursos o herramientas tecnológicas presentes en nuestro mundo actual. Esto, sin duda, ha generado cambios en los procesos de enseñanzaaprendizaje, promoviendo, como consecuencia, nuevas actitudes de los alumnos ante las materias. Este trabajo aborda los cambios actitudinales de un grupo de alumnos de un centro educativo de la provincia de Badajoz al introducir la Pizarra Digital Interactiva en el proceso de enseñanza-aprendizaje de la lengua inglesa durante un periodo de tres sesiones, en las que se han desarrollado diferentes actividades. Para la evaluación de estos cambios se ha utilizado una escala de actitudes según el modelo de Diferencial Semántico de Osgood, Succi y Tannenbaum (1957), adaptada a la edad de los alumnos de la muestra, ocho años. Los datos obtenidos, mediante un contraste pretest-postest, muestran una mejoría de las actitudes de dichos alumnos hacia dicha materia, por lo que podemos vincular el uso de este recurso tecnológico con un mayor interés por ella

Development of Cutaneous Leishmaniasis after Leishmania Skin Test

Thirty-year-old female with a previous history of a cutaneous ulcer suspicious of leishmaniasis 20 years ago presented with a new complaint of a depressed papular lesion 8 × 7 mm in the right lower extremity. The lesion was of 10-day duration. Because early cutaneous leishmaniasis (CL) lesions may have a non-ulcerated appearance, a Leishmania skin test (LST) was performed on the forearm with a strong positive result (38 × 32 mm). After 8 days, the lesion in the leg, which was diagnosed as folliculitis, completely healed. However, a typical CL ulcer (26 × 24 mm) developed at the LST site. Histopathology of the new lesion did not identifiy parasites, but the findings were consistent with a diagnosis of CL. Further analysis identified amastigotes by immunohistochemical stain. Mononuclear cells harvested from the patient were stimulated with Leishmania antigen and showed high levels of production of both tumor necrosis factor-alpha (TNF-α) and interferon-gamma (IFN-γ): 2,943 pg/mL and 2,313 pg/mL, respectively. After 40 days of treatment with antimony and pentoxifylline, the ulcer resolved. The development of CL at the LST site suggests a strong Th1 immune response, and it is an in vivo documentation of the role of the host immune response in the pathology of CL. It teaches us that LST should be cautiously, if at all, used in patients with self-healing CL ulcers

Avaliação da composição química das espigas de três híbridos de milho (Zea mays L.) em quatro estádios de maturação.

O objetivo deste experimento foi avaliar a composição química das espigas dos três híbridos de milho BRS 1035, BRS 1031 e BRS 1001 em quatro idades de corte, a partir da determinação dos parâmetros: matéria seca (MS), proteína bruta (PB), fibra detergente neutro (FDN) e fibra detergente ácido (FDA). O delineamento utilizado foi inteiramente casualizado com fatorial3 (híbridos) x 4 (idades de corte), sendo as médias comparadas pelo teste SNK (P<0,05). Todos os híbridos demonstraram um aumento do teor de MS de 87 para 171 dias, com diferença (P<0,05) entre todos os cortes. Não houve diferença (P<0,05) nos valores de PB entre os cortes em todos os híbridos. Aos 94 dias o híbrido BRS 1001 (5,67%) demonstrou um valor de PB superior (P<0,05) ao BRS 1031 (4,66%) e ambos foram semelhantes (P<0,05) ao BRS 1035 (5,11%). Todos os híbridos apresentaram uma queda dos valores de FDN com o avanço da maturidade até 101 dias. A variação dos valores de FDA da espiga foi muito semelhante à variação do FDN já que a correlação dessas características foi 0,97 (P<0,001). Não houve diferença (P<0,05) nos valores de FDA entre os híbridos dentro dos cortes. Os híbridos avaliados neste experimento apresentaram as mesmas tendências de aumento da MS da' espiga com o avançar da maturidade fisiológica com provável acúmulo de amido na espiga, reduzindo os teores de carboidratos estruturais como FDN e FDA nessa fração da planta

Motivations to interact with brands on Facebook– Towards a typology of consumer–brand interactions

info:eu-repo/semantics/publishedVersio

Analyzing consumer-based brand equity on Facebook: The impact of brand gender

In recent years, Facebook and other social media have become key players in branding activities. However, empirical research is still needed about the way in which consumerbased brand equity is created on social media. The purpose of this paper is to study the relationship between masculine and feminine brand personality and brand equity, on Facebook, and to analyze the mediating role of consumer-brand engagement and brand love on this relationship. Data were collected using an online survey with 614 valid responses. The hypotheses were tested using structural equation modeling. Results support 7 of the 11 hypotheses with significant relationship between analyzed constructs. This study confirms the advantages of a clear gender positioning and extends prior research by suggesting that brands with a strong brand gender identity will encourage brand love. Results also highlight that brand love has a mediating role on the relationship between brand gender and overall brand equity.info:eu-repo/semantics/publishedVersio