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Enhancing the Customer Brand Engagement through Brand Authenticity and Marketing Agility
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Journal Article
Enhancing the Customer Brand Engagement through Brand Authenticity and Marketing Agility
2023
Overview
This paper aims, on one hand, at determining the nature of the relationship between brand authenticity and customer brand engagement, and identifying, on the other hand, that relationship between brand authenticity and marketing agility. Also, this paper investigates the relationship between marketing agility and customer brand engagement using theoretical analysis. In so doing, the researcher used many secondary data and relied on obtaining them on various sources and analyzed them using many appropriate analytical methods. A number of results were realized. For example, brand authenticity impacts on customer brand engagement positively. Also, brand authenticity has a positive impact on marketing agility and Marketing agility has a positive impact on customer brand engagement. The paper also introduced four formulated research propositions and planned research methodology for thorough real data-driven testing followed by refining of the conceptual model's recommended intelligentsia.
Publisher
جامعة المنوفية - كلية التجارة
