| 000 | 02560cam a2200325 a 4500 | ||
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| 003 | EG-GiCUC | ||
| 005 | 20250223032409.0 | ||
| 008 | 190930s2019 ua d 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.Sa.A | ||
| 100 | 0 | _aSara Khalil Ali Ibrahim | |
| 245 | 1 | 0 |
_aAntecedents and consequences of brand authenticity / _cSara Khalil Ali Ibrahim ; Supervised Amira Fouad Mahran |
| 246 | 1 | 5 | _aالمحددات و النتائج المرتبطة بأصالة العلامة التجارية |
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_aCairo : _bSara Khalil Ali Ibrahim , _c2019 |
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_a166 P. : _bcharts ; _c30cm |
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| 502 | _aThesis (M.Sc.) - Cairo University - Faculty of Commerce English Section - Department of Business Administration | ||
| 520 | _aThis study explores the antecedents of brand authenticity (brand nostalgia, social commitment, brand clarity, brand longevity, brand sincerity, brand legitimacy, quality commitment, and brand nationalism) as well as the effect of brand authenticity on purchase intentions of Egyptian consumers for certain Egyptian brands (Kaha, Corona, Mobaco, Mifco Helwan). The four brands represent different products types (utilitarian and hedonic) in different industries (food, fashion, and furniture). The study introduces a model which examines the relationship between the previously mentioned antecedents and purchase intentions, mediated by brand authenticity to provide insights for brand managers of Egyptian brands on how to enhance their authenticity perceptions and purchase intentions.The study contributes to the current literature by examining brand authenticity in both utilitarian and hedonic contexts. The present study captures a broad range of variables that are of relevance to authenticity to provide a comprehensive understanding of brand authenticity which is absent in the marketing literature.A descriptive, conclusive (single cross-sectional) research was employed. A questionnaire was used for collecting data from 425 Egyptian consumers. Confirmatory factors analysis was used to test validity of the scales. Structural Equation Modeling was employed to test the research hypotheses | ||
| 530 | _aIssued also as CD | ||
| 653 | 4 | _aBrand authenticity | |
| 653 | 4 | _aEgyptian brands | |
| 653 | 4 | _aSocial commitment | |
| 700 | 0 |
_aAmira Fouad Mahran , _eSupervisor |
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| 856 | _uhttp://172.23.153.220/th.pdf | ||
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_aNazla _eRevisor |
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_aShimaa _eCataloger |
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_2ddc _cTH |
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_c74248 _d74248 |
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