Examining the relationship between and brands association in the Egyptian passenger automobile market / Asmaa Bassam Saad Elmansoury ; Supervised Wael Kortam

By:

Asmaa Bassam Saad Elmansoury

Contributor(s):

Wael Kortam []

Material type: Text

TextLanguage: English Publication details: Cairo : Asmaa Bassam Saad Elmansoury , 2015Description: 83 Leaves : charts ; 30cmSubject(s):

Available additional physical forms:

Issued also as CD

Dissertation note: Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration Summary: The wide popularity of the internet has influenced people to use it on regular basis in order to gain information about cars for purchasing purposes.Today the internet has become a valuable tool for customers for purchasing a new car.This research explores how far the internet (specifically social networks) has shaped the automobile market in Egypt, especially concerning credibility issues.This research aims to promote car sales in Egypt by studying the impact of trusting internet social networks such as Facebook on the car brand image to users, it also aims to advise the automobile market industry to better shape its internet online marketing strategies. From the results of this research, the characteristics of the Egyptian online car buyers which would be helpful in developing online marketing strategies are determined. This would enhance the Egyptian economy. This extended to cover the influence of trust with respect to the Egyptian online market. A conceptual model of social network credibility and car brand association has been developed. Both quantitative and qualitative techniques were used for analysis. The leading Egyptian automobile websites are studied for comparison and compared with a successful online global motor bike brand, especially regarding usage of internet social networks in car business.The considered firms are BMW, Honda, and Mercedes, with the following remarks: 1) Not all Egyptian automobile websites have an online communications platform. 2) Only BMW refers the users to its global website in English, not in Arabic. 3) The 3 websites have official Facebook pages and Twitter accounts, where the company can send news, advertisements and events to users. 4) Honda website has an account on Youtube for sending videos on their cars

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode
Thesis	قاعة الرسائل الجامعية - الدور الاول	المكتبة المركزبة الجديدة - جامعة القاهرة	Cai01.05.01.M.Sc.2015.As.E (Browse shelf(Opens below))		Not for loan		01010110075997000
CD - Rom	مخـــزن الرســائل الجـــامعية - البدروم	المكتبة المركزبة الجديدة - جامعة القاهرة	Cai01.05.01.M.Sc.2015.As.E (Browse shelf(Opens below))	75997.CD	Not for loan		01020110075997000

Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration

The wide popularity of the internet has influenced people to use it on regular basis in order to gain information about cars for purchasing purposes.Today the internet has become a valuable tool for customers for purchasing a new car.This research explores how far the internet (specifically social networks) has shaped the automobile market in Egypt, especially concerning credibility issues.This research aims to promote car sales in Egypt by studying the impact of trusting internet social networks such as Facebook on the car brand image to users, it also aims to advise the automobile market industry to better shape its internet online marketing strategies. From the results of this research, the characteristics of the Egyptian online car buyers which would be helpful in developing online marketing strategies are determined. This would enhance the Egyptian economy. This extended to cover the influence of trust with respect to the Egyptian online market. A conceptual model of social network credibility and car brand association has been developed. Both quantitative and qualitative techniques were used for analysis. The leading Egyptian automobile websites are studied for comparison and compared with a successful online global motor bike brand, especially regarding usage of internet social networks in car business.The considered firms are BMW, Honda, and Mercedes, with the following remarks: 1) Not all Egyptian automobile websites have an online communications platform. 2) Only BMW refers the users to its global website in English, not in Arabic. 3) The 3 websites have official Facebook pages and Twitter accounts, where the company can send news, advertisements and events to users. 4) Honda website has an account on Youtube for sending videos on their cars

Issued also as CD

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