The Effect of Relationship Marketing on Brand Advocacy “An Applied Study on Mobile Telecommunication Companies in Palestine” | ||
| مجلة راية الدولية للعلوم التجارية | ||
| Volume 3, Issue 11, October 2024, Pages 449-502 PDF (1.09 M) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/rijcs.2024.299466.1128 | ||
| Authors | ||
| أ.د. عبد العزيز على حسن* 1; آسيل عرفات محمد عواد* ; د. أحمد محمد السيد* 2 | ||
| 1كلية التجارة جامعة المنصورة | ||
| 2كلية التجارة - جامعة المنصورة | ||
| Abstract | ||
| This research aimed to investigate the effect of relationship marketing on brand advocacy within mobile telecommunication companies. The research followed a deductive approach and utilized quantitative analysis as the main research methodology.Data was collected through a questionnaire, resulting in 402 valid responses. Structural equation modeling was then used to test the proposed hypotheses. The findings confirmed that relationship marketing has a positive effect on brand advocacy. Moreover, the research showed no significant demographic differences in respondents' opinions, except for differences related to education level and age. The data was analyzed using SPSS V. 26 and AMOS V.23.Data was collected through a questionnaire, resulting in 402 valid responses. Structural equation modeling was then used to test the proposed hypotheses. The findings confirmed that relationship marketing has a positive effect on brand advocacy. Moreover, the research showed no significant demographic differences in respondents' opinions, except for differences related to education level and age. The data was analyzed using SPSS V. 26 and AMOS V.23. | ||
| Keywords | ||
| Relationship Marketing; Brand; Advocacy | ||
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