العلاقة بين تمكين العميل و السلوكيات المؤيدة للعلامة دراسة تطبيقية علي مشجعي ناديي الأهلي و الزمالك

الملخص EN

This research aimed to measure the impact of customer empowerment dimensions named informational empowerment and perceived control on brand evangelism dimensions which are intention to purchase the brand, positive brand referral and oppositional brand referral.

Data were collected from 744 Al-Ahly and Zamalek fans in Egypt.

Path analysis is employed to test the research hypotheses using Warp PLS version 7.

The research findings showed that informational empowerment significantly impacted brand evangelism dimensions (intentions to purchase, positive brand referral, and oppositional brand referral).

Also, perceived control significantly effects on positive brand referral and oppositional brand referral but there was no effect of perceived control on intentions to purchase.

Moreover, the results indicated that there are significant differences between the opinions of Al-Ahly and Zamalek fans regarding the relationship between customer empowerment and brand evangelism.