The Relationship Brand Credibility and E-WOM Dimensions: Empirical Study on Mobile Phone Sets Clients of Students from Egyptian Universities
| المصدر: | مجلة الدراسات والبحوث التجارية |
|---|---|
| الناشر: | جامعة بنها - كلية التجارة |
| المؤلف الرئيسي: | Abdel Hamid, Tallat A. (Author) |
| مؤلفين آخرين: | Abdel Latif, Mohamed M. (Co-Author), Mohammed, Radwa Radwan (Co-Author) |
| المجلد/العدد: | س38, ع3 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2018
|
| الصفحات: | 865 - 886 |
| ISSN: |
1110-1547 |
| رقم MD: | 1182918 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| رابط المحتوى: |
عدد مرات التحميل
1
| المستخلص: |
The aim of this study is identifying the relationship between the Brand Credibility and the dimensions of E. Word-of-mouth. The researcher used a questionnaire to achieve the aim of the study and applied this tool on all mobile phones Clients of students from Egyptian universities: The researcher depend on a random sample (384) individual. The Independent variable was Brand Credibility according to (Hassan, 2013; Abd elhamid el al., 2013) and the dependent variable was The E. Word-of-mouth, which includes three dimensions (E-WOM Quality, E-WOM Quantity, Sender’s Expertise) according to (Lin et al, 2013). The results of the study indicated that : There is statistically significant correlation between Brand Credibility and the dimensions of the E. Word-of-mouth at 0.01 (P < 0.01), it illustrated that the correlation between Sender’s Expertise and Brand Credibility have the highest correlation coefficient value = (0.483), then E-WOM Quality With a correlation coefficient value = (0.450), and finally E-WOM Quantity With a correlation coefficient value = (0.400), All of which are significant positive medium correlation coefficients. Based on- the previous statistical results, it is clear that there is a significant correlation between Brand Credibility and all dimensions of E. Word-of-mouth, which means rejecting the null hypotheses (H1 H1a, H2 , H2a) and acceptance of the alternative hypothesis, which means: "There is a significant correlation between Brand Credibility and all dimensions of E. Word-of-mouth". |
|---|---|
| ISSN: |
1110-1547 |
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