الدور المعدل لسمات الشخصية العصابية في العلاقة بين أبعاد الابتزاز العاطفي و نية التحول إلى علامة أخرى : بالتطبيق على عملاء مستحضرات التجميل في جمهورية مصر العربية

Abstract EN

This study investigated the moderating role of neurotic personality traits on the relationship between emotional blackmail dimensions and switching intention to another brand.

An online survey was designed to collect data from 401 customer's cosmetic products in Egypt.

Path analysis was employed to test the research hypotheses using WarpPLS7.

The research results showed that there is a positive relationship between emotional blackmail and switching intention to another brand.

The research results confirmed that neurotic personality significantly effects switching intention to another brand.

Finally neurotic personality strengthened the positive relationship between emotional blackmail and switching intention another brand.