• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>African Journal of Marketing Management >Does corporate reputation affect brand preference? Application to the soft drinks industry in Egypt
【24h】

Does corporate reputation affect brand preference? Application to the soft drinks industry in Egypt

机译：企业声誉会影响品牌偏好吗？应用于埃及的软饮料行业

获取原文
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Researchers have acknowledged the importance of corporate reputation amongst different fields of study. Scolars addressing corporate reputation in the field of marketing have acknowledged corporate reputation has a positive effect on customer loyalty and satisfaction. However, there is limited research tackling brand preference and also these studies mainly tackled developed markets. The relationship between corporate reputation and brand preference is the focus of this research. The researcher focuses on the soft drinks market in Egypt; to examine whether a significant relationship exists between corporate reputation and consumer brand preference. The researcher used the dimensions in RepTrak? Model which are: Products and Services, Innovation, Performance, Citizenship, Governance, Leadership, and Workplace. The sample was 247 respondents mostly Egyptians middle class aged 21-29 years old. Data analyses have been conducted using selected statistical tests such as normality, autocorrelation and multi-co linearity tests to achieve the research objectives and answer the research questions. The findings showed that there is a positive significant relationship between brand preference and corporate reputation dimensions. At the end the researcher provides recommendations for further use of the model identified and areas where future research is needed.
机译：研究人员已经认识到企业声誉在不同研究领域之间的重要性。解决营销领域企业声誉的Scolars承认企业声誉对客户忠诚度和满意度有积极影响。但是，针对品牌偏爱的研究很少，而且这些研究主要针对发达市场。企业声誉与品牌偏好之间的关系是本研究的重点。研究人员专注于埃及的软饮料市场。检查公司声誉和消费者品牌偏好之间是否存在显着关系。研究人员在RepTrak中使用了尺寸？模型包括：产品和服务，创新，绩效，公民身份，治理，领导力和工作场所。样本为247位受访者，其中大多数为21-29岁的埃及中产阶级。使用选定的统计检验（例如正态性，自相关和多协线性检验）进行了数据分析，以达到研究目的并回答研究问题。研究结果表明，品牌偏好与企业声誉维度之间存在显着的正相关关系。最后，研究人员为进一步使用已确定的模型和需要进一步研究的领域提供了建议。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号