Factors affecting consumer-brand identification an empirical : study among smartphone users in Egypt

Author

al-Banawi, Maha Muhammad

Source

Scientific Journal for Commerce and Finance

Issue

Vol. 37, Issue 4 (30 Sep. 2017), pp.1-23, 23 p.

Publisher

Tanta University Faculty of Commerce

Publication Date

2017-09-30

Country of Publication

Egypt

No. of Pages

23

Main Subjects

Economy and Commerce
Financial and Accounting Sciences

Topics

Abstract EN

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.

American Psychological Association (APA)

al-Banawi, Maha Muhammad. 2017. Factors affecting consumer-brand identification an empirical : study among smartphone users in Egypt. Scientific Journal for Commerce and Finance،Vol. 37, no. 4, pp.1-23.
https://search.emarefa.net/detail/BIM-1093222

Modern Language Association (MLA)

al-Banawi, Maha Muhammad. Factors affecting consumer-brand identification an empirical : study among smartphone users in Egypt. Scientific Journal for Commerce and Finance Vol. 37, no. 4 (2017), pp.1-23.
https://search.emarefa.net/detail/BIM-1093222

American Medical Association (AMA)

al-Banawi, Maha Muhammad. Factors affecting consumer-brand identification an empirical : study among smartphone users in Egypt. Scientific Journal for Commerce and Finance. 2017. Vol. 37, no. 4, pp.1-23.
https://search.emarefa.net/detail/BIM-1093222

Data Type

Journal Articles

Language

English

Notes

-

Record ID

BIM-1093222