The Impact of Sponsorship Disclosure by Social Media Influencers on Brand Love in the fast-food chain restaurants in Egypt | ||||
| المجلة العلمية للدراسات التجارية والبيئية | ||||
| Article 37, Volume 15, Issue 3, July 2024, Page 55-102 PDF (790.74 K) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/jces.2024.391218 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
| Christine Attia Hanna Yousef* 1; Sara Adam* 2; Gamal Sayed Abdelaziz* 3 | ||||
| 1Ph.D. Candidate, Faculty of Commerce, Cairo University | ||||
| 2Lecturer of Marketing, Faculty of Commerce, Cairo University | ||||
| 3Professor of Marketing, Faculty of Commerce, Cairo University | ||||
| Abstract | ||||
| The purpose of this study is to examine the impact of Sponsorship Disclosure (SD) on Brand Attitude and Brand Love and in the fast-food chain Restaurants in Egypt. Accordingly, literature is reviewed, and secondary data regarding Sponsorship Disclosure are gathered. Thereafter, a quantitative method is conducted using a self-administered online questionnaire to collect data for the current study and determine the impact of sponsorship Disclosure with Brand attitude and Brand Love. A single cross-sectional design is employed to gather the data from 400 Egyptian young adult (millennials and Generation Z) and the valid questionnaires are 392.Moreover, the data is analyzed using (IBM SPSS V.27). The findings reveal that Sponsorship Disclosure affects Brand Attitude and brand Love significantly. Accordingly, Sponsorship Disclosure by Social Media Influencers impacts Brand Attitude and Brand Love in the Fast-Food Industry in Egypt | ||||
| Keywords | ||||
| Social media Influencers; Influencer Marketing; Sponsorship Disclosure; Brand Love; Brand Attitude; e-wom; The Persuasion Knowledge Model | ||||
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