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| 003 | EG-GiCUC | ||
| 005 | 20250223032408.0 | ||
| 008 | 190928s2019 ua f m 000 0 eng d | ||
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_aEG-GiCUC _beng _cEG-GiCUC |
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| 041 | 0 | _aeng | |
| 049 | _aDeposite | ||
| 097 | _aM.Sc | ||
| 099 | _aCai01.05.01.M.Sc.2019.Mo.I | ||
| 100 | 0 | _aMohamed Mosaad Shaaban Mohamed | |
| 245 | 1 | 4 |
_aThe impact of brand personality and consumer personality on consumer brand relationship in Egyptian sport industry / _cMohamed Mosaad Shaaban Mohamed ; Supervised Ehab Abouaish |
| 246 | 1 | 5 | _aتأثير شخصية الماركة و شخصية العميل على العلاقة بين العميل و الماركة فى السوق الرياضى المصرى |
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_aCairo : _bMohamed Mosaad Shaaban Mohamed , _c2019 |
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_a153 Leaves ; _c25cm |
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| 502 | _aThesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration | ||
| 520 | _aFootball fans are consumers with special relationship with their favourite teams. Consumer brand relationship is very unique and ultimate in football context. Football is the most popular sport in the world. Therefore, this research aims at investigating the impact of brand personality and consumer personality on consumer brand relationship in Egyptian football context through the use of mixed research design. A qualitative exploratory study, that employed in-depth personal interviews with two professional football experts and seven football fans, was conducted at first, to reach propositions that will be tested in the later quantitative phase. A conceptual framework was then developed and tested in the second phase of the study (the quantitative study) by the means of survey-based questionnaires. 471 valid questionnaires were collected through a non-probability convenience sampling technique from Egyptian football fans. The data were analysed using structural equation modelling on Smart PLS. The study findings have shown that brand personality and consumer personality have a positive impact on interdependence, commitment, partner quality, self-connection, nostalgic attachment, intimacy (consumer-brand), and intimacy (brand-consumer) as consumer brand relationship dimensions in football context | ||
| 530 | _aIssued also as CD | ||
| 653 | 4 | _aBrand personality | |
| 653 | 4 | _aConsumer brand relationship | |
| 653 | 4 | _aConsumer personality | |
| 700 | 0 |
_aEhab Abouaish , _eSupervisor |
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| 856 | _uhttp://172.23.153.220/th.pdf | ||
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_aNazla _eRevisor |
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_aSamia _eCataloger |
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_2ddc _cTH |
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