MARC details
| 000 -LEADER |
|---|
| fixed length control field |
08843namaa22004211i 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
OSt |
| 005 - أخر تعامل مع التسجيلة |
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| control field |
20250223033413.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
250119s2023 |||a|||f m||| 000 0 eng d |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloguing agency |
EG-GICUC |
| Language of cataloging |
eng |
| Transcribing agency |
EG-GICUC |
| Modifying agency |
EG-GICUC |
| Description conventions |
rda |
| 041 0# - LANGUAGE CODE |
|---|
| Language code of text/sound track or separate title |
eng |
| Language code of summary or abstract |
eng |
| -- |
ara |
| 049 ## - Acquisition Source |
|---|
| Acquisition Source |
Deposit |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659 |
| 092 ## - LOCALLY ASSIGNED DEWEY CALL NUMBER (OCLC) |
|---|
| Classification number |
659 |
| Edition number |
21 |
| 097 ## - Degree |
|---|
| Degree |
M.Sc |
| 099 ## - LOCAL FREE-TEXT CALL NUMBER (OCLC) |
|---|
| Local Call Number |
Cai01.15.03.M.Sc.2023.Re.R. |
| 100 0# - MAIN ENTRY--PERSONAL NAME |
|---|
| Authority record control number or standard number |
Reem Adel Rashad, |
| Preparation |
preparation. |
| 245 14 - TITLE STATEMENT |
|---|
| Title |
The relationship between the brand’s perceived valu and the egyptian customers’ brand loyalty via instagram : |
| Remainder of title |
A comparative study on hofstede’s cultural dimensions / |
| Statement of responsibility, etc. |
By Reem Adel Rashad; Supervisors Prof. Dalia Mohamed Abdallah, Dr. Maha El Sayed Bahnassy. |
| 246 15 - VARYING FORM OF TITLE |
|---|
| Title proper/short title |
علاقة القيم المدركة للعلامة التجارية عبر الإنستجرام بولاء الجمهور المصري له : |
| Remainder of title |
دراسة فى إطار الأبعاد الثقافية / |
| 264 #0 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Date of production, publication, distribution, manufacture, or copyright notice |
2023. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
264 Leaves : |
| Other physical details |
illustrations ; |
| Dimensions |
30 cm. + |
| Accompanying material |
CD. |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Source |
rda content |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
Unmediated |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Source |
rdacarrier |
| 502 ## - DISSERTATION NOTE |
|---|
| Dissertation note |
Thesis (M.Sc.)-Cairo University, 2023. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Bibliography: pages 207-214. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
The study aims to monitor the differences between the values promoted on the official Instagram pages: the official international pages and the pages that target Egyptian customers who are using international brands which are Samsung, The Body Shop, and Pepsi in the light of Hofstede‘s Cultural Dimensions and the figure out the values that are being promoted on these pages. Additionally, the study is purposed to figure out the impact of the perceived values that are being promoted on the official Instagram pages targeting the Egyptian Customers of these international brands on the Egyptian Customers‘ Brand Loyalty taking into consideration some other mediating variables that may affect the relationship between the main variables as the intensity of exposure of customers to the official pages and the customers‘ demographics. The researcher developed a scientific model based on previous models in previous literature review. This study applied <br/>the quantitative method by applying online questionnaires to 300 customers of three companies (The Body Shop, Samsung, and Pepsi). It also conducted a content analysis form to analyze the content of 313 <br/>communication messages used by three brands comparing the perceived values and cultural dimensions promoted on the official pages of the brands and the official pages of these brands that are targeting Egyptian customers (The Body Shop official (USA) vs. The Body Shop Egypt, Samsung official (Korea) Vs. Samsung Egypt, and Pepsi official (USA) vs. Pepsi Masr. Main results of the study: 1) There is a correlation between the Brand‘s Perceived Values and the Egyptian Customers‘ Brand Loyalty promoted on Instagram. <br/>2) There is no correlation between the intensity of exposure to the pages of the brands ―The Body Shop, Samsung, and Pepsi‖ and Customers‘ Loyalty to these brands. 3) The intensity of exposure will not play a role in the customers‘ perceptions of the perceived values (Emotional, Functional, Financial, Social, Individual, and Entertainment values), regarding Samsung and Pepsi. Regarding the Body Shop, the intensity of <br/>exposure may have a direct relation with Entertainment value only. This means whenever the intensity of exposure increases the customers‘ perception of the entertainment value increases and vice <br/>versa. <br/><br/>iii <br/> <br/><br/>4) The demographics have a significant difference on the official pages <br/>of ―The Body Shop and Samsung as a mediator in the relationship <br/>between Perceived values and brand loyalty (attitudinal & <br/>behavioral). Regarding the official page of Pepsi, (the entertainment, <br/>Functional, and social) values are the main values that have a <br/>significant difference in response to attitudinal loyalty only while <br/>regarding the demographics as a mediator in the relationship between <br/>the perceived values and the customers‘ loyalty. <br/>5) The Cultural Dimensions as a mediator in the relationship between <br/>the perceived values and the customers‘ brand loyalty have shown a <br/>slight difference in this relation. The power distance, indulgence and <br/>restraint, and long/short-term orientation cultural dimensions may <br/>have the least impact on the relationship between the perceived <br/>values and the customers‘ loyalty, while collectivism vs. <br/>individualism and femininity vs. masculinity have the greatest impact <br/>compared to other dimensions. <br/>6) There are significant differences between the official page of the <br/>international brand and its page directed to the Egyptian audience in <br/>the cultural dimensions reflected in the visual and written content <br/>provided by the brand via Instagram. <br/>7) There are significant differences between the official page of the <br/>international brand and its page directed to the Egyptian audience in <br/>the Values reflected in the visual and written content provided by the <br/>brand via Instagram. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
تطور مفهوم قيم العلامات التجارية المُدركة لعديد من العلامات الدولية في البيئة التنافسية العالمية الحالية، بما أدى إلى زيادة جهود التسويق الموجهة نحو بناء قيم العلامات التجارية دوليًا وتعزيزها، وتعد الإنستجرام منصة تواصل اجتماعي مهمة نظرًا لقدرتها على نشر عديد من القيم الثقافية الدولية التي تدعمها العلامات التجارية العالمية، والتأثير على الولاء لها. وبذلك يعد هدف الدراسة هو التعرف على طبيعة إستخدام الشركات الدولية في البلدان الآتية (أمريكا و كوريا الجنوبية و ألمانيا ) لصفحاتهم الرسمية عبر الإنستجرام لنشر جهودهم التسويقية و مدى إختلاف تلك الصفحات الدولية مع الصفحات التى يتم توجيهها للجمهور المصري من حيث مدى مراعاتها للأبعاد الثقافية لنموذج هوفستد، وبحث العلاقة بين قيم العلامات التجارية المُدركة لدى أفراد الجمهور المصري وبين ولائهم لها، وذلك في ضوء مجموعة من المتغيرات الوسيطة المتمثلة في تقييم الجمهور لتجاربه الشخصية المرتبطة باستخدام العلامة التجارية ومعدل استخدام الانستجرام بشكل عام ومعدل تردده على صفحات العلامات التجارية محل الدراسة، وخصائصه الديموغرافية. طورت الباحثة نموذجا علميا يعتمد على ثلاث نماذج تم استنباطهم من الدراسات السابقة. استخدمت هذه الدراسة المنهج المسحي بشقيه الكمي و الكيفي من خلال تطبيق الاستبيانات إلكترونية لثلاث علامات تجارية تضمنت 300 مفردة من عملاء ثلاث شركات (ذا بودي شوب وسامسونج وبيبسي). كما أجرىت الباحثة نموذج تحليل مضمون لتحليل محتوى 313 منشور و إعلان لثلاث علامات تجارية لمقارنة القيم المدركة والأبعاد الثقافية التي يتم الترويج لها على الصفحات الرسمية للعلامات التجارية والصفحات الرسمية لهذه العلامات التجارية التي تستهدف العملاء المصريين (بودي شوب الرسمية (الولايات المتحدة الأمريكية) مقابل بودي شوب مصر ، سامسونج الرسمية (كوريا) مقابل سامسونج مصر ، وبيبسي الرسمية (الولايات المتحدة الأمريكية) مقابل بيبسي مصر عبر الإنستجرام. |
| 530 ## - ADDITIONAL PHYSICAL FORM AVAILABLE NOTE |
|---|
| Issues CD |
Issues also as CD. |
| 546 ## - LANGUAGE NOTE |
|---|
| Text Language |
Text in English and abstract in English. |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Public Relations & Advertising |
| Source of heading or term |
qrmak |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
Perceived Values |
| -- |
Brand Loyalty |
| -- |
Hofstede‘s Cultural Dimensions |
| -- |
Instagram |
| -- |
Social media Marketing Efforts |
| 700 0# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Dalia Mohamed Abdallah |
| Relator term |
thesis advisor. |
| 700 0# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Maha El Sayed Bahnassy |
| Relator term |
thesis advisor. |
| 900 ## - Thesis Information |
|---|
| Grant date |
01-01-2023 |
| Supervisory body |
Dalia Mohamed Abdallah |
| -- |
Maha El Sayed Bahnassy |
| Universities |
Cairo University |
| Faculties |
Faculty of Mass Communication |
| Department |
Department of Public Relations and Advertising |
| 905 ## - Cataloger and Reviser Names |
|---|
| Cataloger Name |
Sara Salah |
| Reviser Names |
Huda |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Thesis |
| Edition |
21 |
| Suppress in OPAC |
No |
