Brand Gender and Consumer Brand Equity: The Mediating Role of Consumer Brand Engagement and Brand Love

The purpose of this study was to investigate the effect of gender on brand equity of consumer-based brand with mediating role of consumer brand participation and brand love. In fact, this study seeks to investigate two gender factors of brand personality, namely, femininity and masculinity of beacon on consumer value-based brand value. Gender difference is very important for Bake and Perfume products. Because perfume is a successful brand and has many fans. This fragrance has been used for both sex and age, so it has attracted the attention of many. In this study, 384 perfume customers were selected as a statistical sample from an infinite population. A questionnaire was used to confirm its validity, convergent and divergent validity and face validity were used. Cronbach's alpha and composite reliability coefficients were used for its reliability, respectively. Data analysis was performed using SPSS20 and VISUAL-PLS software. The results showed that brand masculinity (0.116) and brand femininity (0.221) had a significant effect on consumer brand value. Brand masculinity (0.316) and brand femininity (0.594) have significant effects on consumer brand engagement. Brand masculinity (0.396) and brand femininity (0.519) have a significant effect on brand love. Consumer brand involvement has a significant effect on brand love (0.222) and consumer-based brand value (0.884). Brand love has a significant effect on consumer value based brand (0.459). Consumer brand partnerships and brand love play a mediating role in the relationship between gender and consumer brand value.