288980

Mediating Marketing Knowledge in the Effect of Cultural Intelligence on Consumers 'Decision-Making Style

Article

Last updated: 04 Jan 2025

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Abstract

Abstract: The current research aimed at investigating mediating marketing knowledge in the effect of cultural intelligence on consumers' decision-making style" by applying on Customers of fast-food restaurants in Mansoura" and the study used the descriptive analytical method and relied on questionnaire in collecting the data. The number of the study sample was (489) individuals. The results of the study found that there is a positive effect of the mediating role of marketing knowledge in effect of cultural intelligence on customer's decision-making style. The results showed that there was an increasing in interpretation of the variables included in model for the changes that occur in a variable and mediating role of marketing knowledge in effect of cultural intelligence on the decision-making style of customer leads to an increasing in the effect of the dimensions of the variables included in the study. The study recommended that for increasing the level of marketing knowledge for consumers, there is a need to provide all information that leads to increasing their knowledge of the products before purchasing them, and the needs of producers to put all the necessary information on the commodity clearly and prominently must be pay attention to.

DOI

10.21608/cfdj.2023.288980

Keywords

Marketing Knowledge (MK), Cultural Intelligence (CI/CQ), Consumers 'Decision, Making Style (CDMS)

Authors

First Name

Amira

Last Name

Ibrahim Abdelrahman

MiddleName

-

Affiliation

Lecturer of Business Administration, Higher Institute of Commercial Sciences, El-Mahalla,, Egypt

Email

amira.ibrahim.abdelghany@gmail.com

City

السنبلاوين

Orcid

-

First Name

Abd Elazeem Mohamed

Last Name

Abd Elazeem

MiddleName

-

Affiliation

Lecturer of Statistics and Operations Research, Osim Higher Institute of Administrative Sciences, Giza, Egypt

Email

abd-elazeem1@hotmail.com

City

-

Orcid

-

First Name

Alaa Abd Elkader Mohamed Elsaid

Last Name

Elnazer

MiddleName

-

Affiliation

Lecturer of Business Management,, Faculty of Business Administration, Delta University for Science &Technology, Gamassa,,Daqahliyah, Egypt

Email

alaa.elnazer@deltauniv.edu.eg

City

-

Orcid

-

First Name

Ahmed Yousef Abdel Salam

Last Name

Ali Bahrez

MiddleName

-

Affiliation

Lecturer of Business Administration,Higher Institute of ‎Marketing, Commerce and ‎Information Systems, El-Tagamoaa El-Awal, New Cairo, Egypt

Email

dr.ahmed.yousef.bahrez@gmail.com

City

Mansoura

Orcid

-

Volume

4

Article Issue

2

Related Issue

40047

Issue Date

2023-07-01

Receive Date

2023-03-06

Publish Date

2023-07-01

Page Start

67

Page End

98

Print ISSN

2682-3403

Online ISSN

2682-4531

Link

https://cfdj.journals.ekb.eg/article_288980.html

Detail API

https://cfdj.journals.ekb.eg/service?article_code=288980

Order

288,980

Type

المقالة الأصلية

Type Code

1,242

Publication Type

Journal

Publication Title

المجلة العلمية للدراسات والبحوث المالية والتجارية

Publication Link

https://cfdj.journals.ekb.eg/

MainTitle

Mediating Marketing Knowledge in the Effect of Cultural Intelligence on Consumers 'Decision-Making Style

Details

Type

Article

Created At

25 Dec 2024