Joana César Machado

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 et al. · Journal of Business Research · 2018 · 218 citations · Full text

Marketing, Consumer-brand Engagement, Social Media +13

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

Salim Azar, Joana César Machado, Leonor Vacas de Carvalho et al. · Journal of Brand Management · 2016 · 154 citations · Full text

Marketing, Facebook – Towards, Social Media +15

Brand logo design: examining consumer response to naturalness

Joana César Machado, Leonor Vacas de Carvalho, Anna Torres et al. · Journal of Product & Brand Management · 2015 · 79 citations · Full text

Brand Logo Design, Natural Logo Design, Consumer Research +17

Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affect

Joana César Machado, Beatriz Fonseca, Carla Martins · Journal of Brand Management · 2020 · 57 citations

Gendered Perception, Gender Identity, Brand Equity +10

Cause-related marketing in online environment: the role of brand-cause fit, perceived value, and trust

Susana Costa e Silva, Paulo Duarte, Joana César Machado et al. · International Review on Public and Nonprofit Marketing · 2019 · 52 citations · Full text

Customer Satisfaction, Advertising, Brand Equity +11