| 000 | 02722cam a2200325 a 4500 | ||
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| 003 | EG-GiCUC | ||
| 005 | 20250223032824.0 | ||
| 008 | 211004s2021 ua o 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 | _aPh.D | ||
| 099 | _aCai01.05.01.Ph.D.2021.He.I | ||
| 100 | 0 | _aHend Ahmed Nabih Elsayed Nassef | |
| 245 | 1 | 0 |
_aInvestigating the relationship between nostalgic advertisement, brand heritage, and automobile purchase intention : _bApplying on Mercedes {u2013} Benz Egypt / _cHend Ahemd Nabih Elsayed Nassef ; Supervised Gamal Sayed Abdelaziz |
| 246 | 1 | 5 |
_aبحث العلاقة ب{u٠٦أأ}ن كل من إعلانات الحن{u٠٦أأ}ن الى الماض{u٠٦أأ} وتار{u٠٦أأ}خ الماركة ون{u٠٦أأ}ة الشراء لدى المستھلك : _bبالتطب{u٠٦أأ}ق على مرس{u٠٦أأ}دس مصر |
| 260 |
_aCairo : _bHend Ahemd Nabih Elsayed Nassef , _c2021 |
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| 300 |
_a184 P. : _bphotoghraps ; _c30cm |
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| 502 | _aThesis (Ph.D.) - Cairo University - Faculty of Commerce - Department of Business Administration | ||
| 520 | _aPurpose: The study aims to find, identify, illustrate, and explain the relationship between the variables of the study which are the nostalgic adverts, brand heritage and the consumer purchase behaviour. Methodology: The study is a weave of exploratory and descriptive research.The exploratory study that used semi-structured interview with 35 Egyptian Mercedes owners, the exploratory study with previous literature suggested a positive relationship between the main variables.To generalize results a questionnaire was used to test the hypotheses of the study.The questionnaire was built on google forms and sent to different Mercedes customers, 200 forms were filled properly and used for the analysis.The findings: The results of the study showed that there is a positive significant relationship between nostalgic adverts and purchase intention with correlation coefficient of 0.435. The brand heritage has a coefficient correlation with the purchase intention is 0.393. There is a positive relationship between brand heritage and nostalgic adverts have a coefficient correlation of 0.264. the multiple regression analysis shows that nostalgic advertisement, and Brand Heritage combined can explain (27.3%)of the total variation in the purchase intention | ||
| 530 | _aIssued also as CD | ||
| 653 | 4 | _aConsumer behaviour | |
| 653 | 4 | _aNostalgic advertisement | |
| 653 | 4 | _aRetro-marketing | |
| 700 | 0 |
_aGamal Sayed Abdelaziz , _eSupervisor |
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| 856 | _uhttp://172.23.153.220/th.pdf | ||
| 905 |
_aNazla _eRevisor |
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| 905 |
_aShimaa _eCataloger |
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| 942 |
_2ddc _cTH |
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_c82450 _d82450 |
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