تأثير التسويق العرقي على سلوك تكرار الشراء والولاء للعلامة التجارية: دراسة تطبيقية على عملاء الملابس الرياضية بمحافظة الدقهلية

الملخص EN

The current research aimed to examine the direct effect of ethno-marketing on repeat purchase behavior and brand loyalty, by applying it on sportswear customers in Dakahlia governorate.

to achieve the research goal, the researcher followed the descriptive analysis approach, a questionnaire was relied on using systematic random sample, 338 error-free forms were collected and valid for statistical analysis using SPSS V.

25 software to test the research hypotheses.

the results showed a direct, significant and positive effect of ethno-marketing on repeat purchase behavior, which led to the accept the first hypothesis.

also, ethno-marketing marketing had a significant, direct and positive effect on brand loyalty, which indicated the acceptance of the second hypothesis.

as for the third hypothesis, which is related to significant differences, the results showed that there were significant differences between the opinions of sportswear customers in Dakahlia governorate with regard to the research variables according to gender, age and income level.

these differences were in favor of males, age group (from 40 to 50 years) and income group (10 EGP and more) respectively, except that there were no significant differences between the sample opinions regarding ethno-marketing and repeat purchase behavior according to age, which indicates partial acceptance of the third hypothesis.