J
Joana César Machado
Researcher at Catholic University of Portugal
Publications - 24
Citations - 457
Joana César Machado is an academic researcher from Catholic University of Portugal. The author has contributed to research in topics: Brand management & Brand equity. The author has an hindex of 7, co-authored 23 publications receiving 299 citations.
Papers
More filters
Journal ArticleDOI
Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love
Joana César Machado,Leonor Vacas-de-Carvalho,Salim Azar,Ana Raquel André,Barbara Coutinho Pires dos Santos +4 more
TL;DR: In this paper, the mediating role of consumer-brand engagement (CBE) and brand love (BL) on the relationship between brand gender and consumer-based brand equity (CBBE) was analyzed.
Journal ArticleDOI
Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions
TL;DR: In this article, the authors apply the uses and gratification theory proposed by Katz to develop a new typology of consumers based on consumer motivations to interact with brands on Facebook, and explore the type and intensity of these interactions.
Journal ArticleDOI
Brand logo design: examining consumer response to naturalness
TL;DR: In this article, the authors investigated the influence of the different types of natural logo designs on affective response and found that naturalness is an essential logo design element which significantly influences consumer affective responses to the logo.
Journal ArticleDOI
Brand mergers: examining consumers' responses to name and logo design
TL;DR: In this article, the authors explore how name and logo design characteristics, and specifically figurativeness, influence consumer preferences in the context of a brand merger, in the banking sector.
Journal ArticleDOI
Cause-related marketing in online environment: the role of brand-cause fit, perceived value, and trust
TL;DR: In this paper, the authors explore how cause-related marketing influences consumer response in an online environment, by analyzing the relationships between consumers' perceptions of cause related marketing (CrM) and their behavioral intentions toward an online store.