Record Details

The Effect of Marketing Communications on The Egyptian Consumer Responses Towards Service Brand: An Applied Study on Mobile Services in A.R.E.

Journal of Administrative and Economics Science

View Archive Info
 
 
Field Value
 
Title The Effect of Marketing Communications on The Egyptian Consumer Responses Towards Service Brand: An Applied Study on Mobile Services in A.R.E.
 
Creator Aboelnaga, Mohamed Abdelazim
 
Description Mobile service industry is considered now as one of  the fastest growing industries in Egypt . Until now, there are only three companies competing in that industry, so marketing communications may play an important role in attracting ,retaining and growing customers in that field. This study aimed to examine the impact of controlled and uncontrolled marketing communications and also brand name on the consumer responses towards mobile service companies brand. To  achieve  this  objective  ,The  study  examined  developed  conceptual  framework  to  explain  the consumer responses - such as satisfaction, attitude  and intention to use the brand- which may affected by marketing  communications  and  brand  name  of  mobile  service  companies  in  Egypt.      Based  on  this framework  , Three hypothesizes were  tested by using set of data collected  from  sample  involved 1081 respondents. The   respondents were consumers from Alexandria  and Cairo which considered as two of the biggest countries in Egypt. The analysis shows specific results which could be summarized as follow: -There are relative high degree of satisfaction, attitude and intention to use the brand of the studied companies. - The marketing communications and brand name which  related  to mobile  service companies  in Egypt influence on customer satisfaction, attitude and intention to use the brand of these companies. -The  uncontrolled  marketing  communications  variable  has  the  most  impact  in  explaining  the variance  in  brand  satisfaction, while  controlled marketing  communications  and  brand  name  have  little impact on brand satisfaction. -The controlled marketing communications variable has the most impact in explaining the variance in either brand attitude and intentions to use the brand ,while uncontrolled marketing communications and brand name have little impact on that responses. Key words: Marketing Communications- Consumer Responses- Service Brand.
 
Publisher Qassim University Academic Publishing and translation
 
Contributor —
 
Date 2011-11-29
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://publications.qu.edu.sa/ojs/index.php/economic/article/view/474
 
Source Journal Of Administrative And Economics Science; Vol 3, No 2
 
Language eng
 
Relation http://publications.qu.edu.sa/ojs/index.php/economic/article/view/474/468