The Effect of Brand Passion on Consumer Well-being (An empirical study on consumers of smart devices in Egypt)
Asad Abdulhamid, T., Elsetouhi, A., Hany, M., Mona Samir Sadek, M. (2024). The Effect of Brand Passion on Consumer Well-being (An empirical study on consumers of smart devices in Egypt). EKB Journal Management System, 48(1), 546-574. doi: 10.21608/alat.2024.350948
Talaat Asad Abdulhamid; Ahmed Elsetouhi; Mohamed Hany; Mona Samir Sadek Mona Samir Sadek. "The Effect of Brand Passion on Consumer Well-being (An empirical study on consumers of smart devices in Egypt)". EKB Journal Management System, 48, 1, 2024, 546-574. doi: 10.21608/alat.2024.350948
Asad Abdulhamid, T., Elsetouhi, A., Hany, M., Mona Samir Sadek, M. (2024). 'The Effect of Brand Passion on Consumer Well-being (An empirical study on consumers of smart devices in Egypt)', EKB Journal Management System, 48(1), pp. 546-574. doi: 10.21608/alat.2024.350948
Asad Abdulhamid, T., Elsetouhi, A., Hany, M., Mona Samir Sadek, M. The Effect of Brand Passion on Consumer Well-being (An empirical study on consumers of smart devices in Egypt). EKB Journal Management System, 2024; 48(1): 546-574. doi: 10.21608/alat.2024.350948

The Effect of Brand Passion on Consumer Well-being (An empirical study on consumers of smart devices in Egypt)

المجلة المصرية للدراسات التجارية
Volume 48, Issue 1, January 2024, Page 546-574  XML PDF (1.17 MB)
Document Type: المقالة الأصلية
DOI: 10.21608/alat.2024.350948
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Authors
Talaat Asad Abdulhamid1; Ahmed Elsetouhi2; Mohamed Hany3; Mona Samir Sadek Mona Samir Sadek4
1Professor of Marketing faculty of commerce – Mansoura University
2Associate Prof .of Business Management, faculty of Commerce – Mansoura University
3Lecturer of Business Management, faculty of Commerce – Mansoura University
4Ph.D Researcher, Faculty of Commerce – Mansoura University
Abstract
Abstract
 The purpose of this research is to examine the moderating role of consumer innovativeness and consumer curiosity on relationship between brand passion and consumer well-being for smart devices consumers  in Egypt. The questionnaire was distributed to smart devices users in different categories. 479 out of 525 questionnaires were collected. 443 questionnaires were valid and free of missing data. Multiple regression analysis is employed to test the research hypotheses using Warp PLS 0.7. The research results revealed that consumer innovativeness and curiosity positively moderate the relationship between brand harmonious passion and consumer well-being. The research results revealed that consumer innovativeness and curiosity negatively moderate the relationship between brand obsessive passion and consumer well-being.
 
                ملخص البحث:
 
تهدف هذه الدراسة إلى اختبار العلاقة بين شغف العلامة و رفاهية العميل وقد تم تطبيقها على عملاء علامات الاجهزة الذكية في مصر. وقد تم جمع البيانات الميدانية من خلال قائمة استقصاء تم توزيعها على هؤلاء العملاء . حيث تم جمع 479 قائمة من عدد 525 قائمة تم توزيعها، منها 443 قائمة استقصاء صحيحة خالية من الاخطاء. استخدمت الدراسة تحليل الانحدار المتعدد باستخدام اسلوب  WarpPLS 7.0 وذلك لاختبار صحة فروض الدراسة، وتوصلت نتائج الدراسة الى وجود علاقة إيجابية بين شغف العلامة و رفاهية العميل عن طريق الأبعاد الممثلة لهم.
                                                                                                                               
 
Keywords
 Keywords: (brand harmonious passion; brand obsessive passion; smart devices brand; consumer well-being). الكلمات الرئيسية : شغف العلامة،  رفاهية العميل، ماركات الاجهزة الذكية
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