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Enhancing the Customer Brand Engagement through Brand Authenticity
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Journal Article
Enhancing the Customer Brand Engagement through Brand Authenticity
2024
Overview
The study primary purpose is to determine the nature of the relationship between brand authenticity (BA) and customer brand engagement (CBE), Moreover, identifying the nature of the relationship between brand authenticity and marketing agility (MA), in addition to, disclosing the relationship between marketing agility and customer brand engagement, and finally, identifying the mediator role of marketing agility in the relationship between brand authenticity and customer brand engagement for Egyptian telecom companies. - Methods: This research philosophy comes from a positivistic paradigm which shows that research problem arises from the literature itself. The research sample includes represented in all the Egyptian telecom companies,, customers which are Vodafone, Etisalat and Orange. Structural equation modelling (SEM) will adopt a partial least square (PLS) to test the research questions. - Findings: The research reached significant relationship between BA and CBE with a correlation coefficient (r) of (0.792) at a significant level less than (0.01), and significant relationship between BA and MA with a correlation coefficient (r) of (0.755) at a significant level less than (.01), and significant relationship between the MA and CBE with a correlation coefficient (r) of (0.743) at a significant level less than (0.01), and the significance of the path coefficients in the final proposed model can't be ascertained in order to verify the quality of the overall model according to the recorded values of ; Chi Square 0.001, goodness of fit index (GFI) of 0.999 (For the saturated model a perfect 1), and a root mean square error of approximation (RMSEA) 0.098. - Conclusion: The study results indicate the existence of a significant relationship between BA and the participation of customers of the brand in the Egyptian telecommunications companies are the subject of study, and the existence of an important role for MA as a mediator variable in the relationship between the authenticity of the brand and CBE which gives an indication that ways to enhance CBE depend on BA and MA, where the high level of BA (continuity ,credibility ,integrity ,symbolism) and the high level of MA (proactive market sensing ,speed ,flexibility ,responsiveness) increases the level of CBE at the macro level and for each of its dimensions (cognitive processing, affection factor, activation factor) separately.
Publisher
معهد راية العالي للإدارة والتجارة الخارجية بدمياط الجديدة
