Factors Affecting Consumer - Brand Identification: An Empirical Study among Smartphone Users in Egypt
| المصدر: | مجلة التجارة والتمويل |
|---|---|
| الناشر: | جامعة طنطا - كلية التجارة |
| المؤلف الرئيسي: | Elbanawey, Maha Mohamed (Author) |
| المجلد/العدد: | ع4 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2017
|
| الشهر: | ديسمبر |
| الصفحات: | 1 - 23 |
| DOI: |
10.21608/CAF.2017.126580 |
| ISSN: |
1110-4716 |
| رقم MD: | 941090 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| رابط المحتوى: |
عدد مرات التحميل
45
| المستخلص: |
Developing a better understanding of what drives consumer-brand identification (CBI) to smartphone brands had become of considerable importance for academics and practitioners due the growth and competition in smartphones industry. Therefore, this study aimed at exploring Factors affecting (CBI) among smartphone users in Egypt. Four basic hypotheses were developed. Data were collected by self report survey study from an area sample that comprised of 540 smart phone users drawn from seven governorates in Egypt The main findings of multiple regression analysis confirmed that brand attractiveness, brand-lifestyle congruence, and brand social benefits have significant positive effect on consumer-brand identification while the significant positive effect of memorable brand experiences on consumer-brand identification was denied. A discussion of the results, recommendations of the study along with the limitations and future research were presented. |
|---|---|
| ISSN: |
1110-4716 |
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