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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
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LEADER 02576nam a22002297a 4500
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041 |a eng 
044 |b مصر 
100 |9 633018  |a Abdel Hamid, Tallat A.  |e Author 
245 |a The Relationship Brand Credibility and E-WOM Dimensions:  |b Empirical Study on Mobile Phone Sets Clients of Students from Egyptian Universities 
260 |b جامعة بنها - كلية التجارة  |c 2018 
300 |a 865 - 886 
336 |a بحوث ومقالات  |b Article 
520 |b 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". 
653 |a التسويق  |a العلامات الجارية  |a الهواتف المحمولة 
700 |9 633023  |a Abdel Latif, Mohamed M.  |e Co-Author 
700 |9 633021  |a Mohammed, Radwa Radwan  |e Co-Author 
773 |4 الإدارة  |6 Management  |c 031  |f Mağallaẗ Al-Dirāsāt wa Al-Buḥūṯ Al-Tiǧāriyyaẗ  |l 003  |m س38, ع3  |o 1918  |s مجلة الدراسات والبحوث التجارية  |t Journal of Studies and Business Research  |v 038  |x 1110-1547 
856 |u 1918-038-003-031.pdf 
930 |d y  |p y  |q n 
995 |a EcoLink 
999 |c 1182918  |d 1182918