The mediating effect of marketing capabilities in the relationship between marketing knowledge and marketing innovation in advertising agencies in Amman city
Other Title(s)
الأثر الوسيط للقدرات التسويقية في العلاقة بين المعرفة التسويقية و الإبداع التسويقي في وكالات الإعلان في مدينة عمان
Dissertant
Durrah, Nur Muhammad al-Shaykh
Thesis advisor
Comitee Members
al-Mahamid, Suud
al-Zubi, Fayiz Hamad
University
Middle East University
Faculty
Faculty of Business
Department
Department of Business Administration
University Country
Jordan
Degree
Master
Degree Date
2014
English Abstract
This study aimed to examine the mediating effect of marketing capabilities in the relationship between marketing knowledge and marketing innovation in advertising agencies in Amman city.
In order to achieve the objectives of the study, the researcher designed a questionnaire consisting of (42) statements to gather the primary data from the study sample which consists of (General manager, Department manager, Head of department) or any position involved in marketing activities who work in advertising agencies in Amman.
(140) questionnaires were distributed to (36) agency, but (103) answered questionnaires were retrieved, of which (5) were invalid, Therefore, (98) answered questionnaires were valid for the study.
The data collected from the responses of the study questionnaire were used through Statistical Package for Social Sciences (SPSS Ver.21) and Amos Ver.21 for analysis.
The study indicated that there is a significant statistical indirect effect of marketing knowledge on marketing innovation through marketing capabilities as a mediator in advertising agencies in Amman, Also there is a significant statistical direct effect of knowledge protection process on marketing innovation, and there is a significant statistical direct effect of knowledge acquisition process, conversion process and protection process on marketing capabilities, Finally there is a significant statistical direct effect of marketing management on marketing innovation in advertising agencies in Amman.
Main Subjects
Topics
No. of Pages
110
Table of Contents
Table of contents.
Abstract.
Abstract in Arabic.
Chapter One : Introduction.
Chapter Two : Theoretical framework and previous studies.
Chapter Three : Methods and procedures.
Chapter Four : Analysis of the results and hypotheses testing.
Chapter Five : Results discussion and conclusions, recommendations.
References.
American Psychological Association (APA)
Durrah, Nur Muhammad al-Shaykh. (2014). The mediating effect of marketing capabilities in the relationship between marketing knowledge and marketing innovation in advertising agencies in Amman city. (Master's theses Theses and Dissertations Master). Middle East University, Jordan
https://search.emarefa.net/detail/BIM-697513
Modern Language Association (MLA)
Durrah, Nur Muhammad al-Shaykh. The mediating effect of marketing capabilities in the relationship between marketing knowledge and marketing innovation in advertising agencies in Amman city. (Master's theses Theses and Dissertations Master). Middle East University. (2014).
https://search.emarefa.net/detail/BIM-697513
American Medical Association (AMA)
Durrah, Nur Muhammad al-Shaykh. (2014). The mediating effect of marketing capabilities in the relationship between marketing knowledge and marketing innovation in advertising agencies in Amman city. (Master's theses Theses and Dissertations Master). Middle East University, Jordan
https://search.emarefa.net/detail/BIM-697513
Language
English
Data Type
Arab Theses
Record ID
BIM-697513