The Effect of Relationship Marketing on Brand Advocacy: An Applied Study on Mobile Telecommunication Companies in Palestine
| المصدر: | مجلة راية الدولية للعلوم التجارية |
|---|---|
| الناشر: | معهد راية العالي للإدارة والتجارة الخارجية بدمياط الجديدة |
| المؤلف الرئيسي: | Hassan, Abdul Aziz Ali (Author) |
| مؤلفين آخرين: | Awwad, Aseel Arafat Mohammad (Co-Author) , Elsayed, Ahmed Mohammed (Co-Author) |
| المجلد/العدد: | مج3, ع11 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2024
|
| الشهر: | أكتوبر |
| الصفحات: | 449 - 502 |
| ISSN: |
2812-6440 |
| رقم MD: | 1524612 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Relationship Marketing | Brand Advocacy
|
| رابط المحتوى: |
عدد مرات التحميل
5
| المستخلص: |
This research investigated the effect of relationship marketing on brand advocacy within mobile telecommunication companies. The research followed a deductive approach and used quantitative analysis as the main methodology. Data was collected through a questionnaire, resulting in 402 valid responses. Structural equation modeling was then used to test the proposed hypotheses. The findings confirmed that There is a significant correlation between the research variables dimensions. and the relationship marketing has a positive effect on brand advocacy. Moreover, the research showed no significant demographic differences in respondents' opinions, except for differences related to education level and age. The findings confirmed that relationship marketing has a positive effect on brand advocacy. The data was analyzed using SPSS V.26 and AMOS V.23. |
|---|---|
| ISSN: |
2812-6440 |
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