Resumen
The present research examined gender differences on customer inspiration by brands of
electronic devices. Using PLS-SEM, a model of customer inspiration that included its
antecedents and consequences was validated. The results show preliminary evidence that men
and women are affected differently by the variables included in the model: customer inspiration
was associated with brand engagement in women, while it was associated with brand
satisfaction, brand affect and brand engagement, in men. These findings are discussed and
future directions for research are proposed.
electronic devices. Using PLS-SEM, a model of customer inspiration that included its
antecedents and consequences was validated. The results show preliminary evidence that men
and women are affected differently by the variables included in the model: customer inspiration
was associated with brand engagement in women, while it was associated with brand
satisfaction, brand affect and brand engagement, in men. These findings are discussed and
future directions for research are proposed.
| Idioma original | Inglés |
|---|---|
| Título de la publicación alojada | BALAS 2020 Conference Proceedings |
| Número de páginas | 15 |
| Estado | Publicada - 2020 |
| Evento | 2020 BALAS Annual Conference Online - La Salle, Colombia Duración: 23 set. 2020 → 25 set. 2020 https://balas.org/event-3392431 |
Conferencia
| Conferencia | 2020 BALAS Annual Conference Online |
|---|---|
| País/Territorio | Colombia |
| Ciudad | La Salle |
| Período | 23/09/20 → 25/09/20 |
| Dirección de internet |