The Relationship between Brand Authenticity and Brand Evangelism: An Empirical Study on Athletes Sports Shoes”
El-Naghi, W., Hassan, A., Elsetouhi, A. (2023). The Relationship between Brand Authenticity and Brand Evangelism: An Empirical Study on Athletes Sports Shoes”. EKB Journal Management System, 4(2), 389-414. doi: 10.21608/cfdj.2023.289011
Weam Ali Mahmoud Yousef El-Naghi; Abdel-Aziz Hassan; Ahmed Mohamed Elsetouhi. "The Relationship between Brand Authenticity and Brand Evangelism: An Empirical Study on Athletes Sports Shoes”". EKB Journal Management System, 4, 2, 2023, 389-414. doi: 10.21608/cfdj.2023.289011
El-Naghi, W., Hassan, A., Elsetouhi, A. (2023). 'The Relationship between Brand Authenticity and Brand Evangelism: An Empirical Study on Athletes Sports Shoes”', EKB Journal Management System, 4(2), pp. 389-414. doi: 10.21608/cfdj.2023.289011
El-Naghi, W., Hassan, A., Elsetouhi, A. The Relationship between Brand Authenticity and Brand Evangelism: An Empirical Study on Athletes Sports Shoes”. EKB Journal Management System, 2023; 4(2): 389-414. doi: 10.21608/cfdj.2023.289011

The Relationship between Brand Authenticity and Brand Evangelism: An Empirical Study on Athletes Sports Shoes”

المجلة العلمية للدراسات والبحوث المالية والتجارية
Volume 4, Issue 2 - Serial Number 1, July 2023, Page 389-414  XML PDF (784.75 K)
Document Type: المقالة الأصلية
DOI: 10.21608/cfdj.2023.289011
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Authors
Weam Ali Mahmoud Yousef El-Naghiorcid 1; Abdel-Aziz Hassan2; Ahmed Mohamed Elsetouhi3
1Researcher of Business Administration Faculty of Commerce – Mansoura University
2Professor of Business Administration Faculty of Commerce – Mansoura University
3Associate Professor of Business Administration Faculty of Commerce - Mansoura University
Abstract
This study aims to investigate the direct relationship between brand authenticity (BA) and brand evangelism (BE) among athletes’ sports shoes. The study employed a deductive approach and a quantitative research method. An online questionnaire was used to collect data from 395 customers of sports shoes. Path analysis was employed to show the causal relationships between study variables using Smart PLS3. The research findings revealed that brand authenticity has a significant positive effect partially on brand evangelism.
Keywords
Brand Authenticity; Brand Evangelism
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