Enhancing the Customer Brand Engagement through Brand Authenticity: The Mediating Role of Marketing Agility | ||||
| مجلة راية الدولية للعلوم التجارية | ||||
| Volume 3, Issue 10, July 2024, Page 279-342 PDF (1.34 MB) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/rijcs.2024.275626.1078 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
| إيمان حسانين السيد طه* 1; أ.د. وائل قرطام* 2; د. محمد فوزى البرادان* 3 | ||||
| 1باحثة بقسم إدارة الاعمال بكلية التجارة جامعة مدينة السادات | ||||
| 2أستاذ التسويق جامعة القاهرة | ||||
| 3كلية التجارة جامعة مدينة السادات | ||||
| Abstract | ||||
| The study primary purpose is to determine the nature of the relationship between brand authenticity (BA) and customer brand engagement (CBE), Moreover, identifying the nature of the relationship between brand authenticity and marketing agility (MA),in addition to, disclosing the relationship between marketing agility and customer brand engagement, and finally, identifying the mediator role of marketing agility in the relationship between brand authenticity and customer brand engagement for Egyptian telecom companies.in addition to, disclosing the relationship between marketing agility and customer brand engagement, and finally, identifying the mediator role of marketing agility in the relationship between brand authenticity and customer brand engagement for Egyptian telecom companies.in addition to, disclosing the relationship between marketing agility and customer brand engagement, and finally, identifying the mediator role of marketing agility in the relationship between brand authenticity and customer brand engagement for Egyptian telecom companies.in addition to, disclosing the relationship between marketing agility and customer brand engagement, and finally, identifying the mediator role of marketing agility in the relationship between brand authenticity and customer brand engagement for Egyptian telecom companies.in addition to, disclosing the relationship between marketing agility and customer brand engagement, and finally, identifying the mediator role of marketing agility in the relationship between brand authenticity and customer brand engagement for Egyptian telecom companies. | ||||
| Keywords | ||||
| Brand Authenticity; Enhancing r; Brand Engagement through | ||||
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