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289011

The Relationship between Brand Authenticity and Brand Evangelism: An Empirical Study on Athletes Sports Shoes”

Article

Last updated: 04 Jan 2025

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Abstract

This study aims to investigate the direct relationship between brand authenticity (BA) and brand evangelism (BE) among athletes' sports shoes. The study employed a deductive approach and a quantitative research method. An online questionnaire was used to collect data from 395 customers of sports shoes. Path analysis was employed to show the causal relationships between study variables using Smart PLS3. The research findings revealed that brand authenticity has a significant positive effect partially on brand evangelism.

DOI

10.21608/cfdj.2023.289011

Keywords

Brand Authenticity, Brand Evangelism

Authors

First Name

Weam Ali Mahmoud Yousef

Last Name

El-Naghi

MiddleName

-

Affiliation

Researcher of Business Administration Faculty of Commerce – Mansoura University

Email

weamelnaghy44@gmail.com

City

المنصورة

Orcid

49404231200889

First Name

Abdel-Aziz

Last Name

Hassan

MiddleName

-

Affiliation

Professor of Business Administration Faculty of Commerce – Mansoura University

Email

azizalihassan@hotmail.com

City

-

Orcid

-

First Name

Ahmed Mohamed

Last Name

Elsetouhi

MiddleName

-

Affiliation

Associate Professor of Business Administration Faculty of Commerce - Mansoura University

Email

ahmed.elsetouhi@mans.edu.eg

City

المنصورة

Orcid

-

Volume

4

Article Issue

2

Related Issue

40047

Issue Date

2023-07-01

Receive Date

2023-03-07

Publish Date

2023-07-01

Page Start

389

Page End

414

Print ISSN

2682-3403

Online ISSN

2682-4531

Article File

CFDJ_Volume 4_Issue 2_Pages 389-414.pdf

PDF . 803.6kB

Link

https://cfdj.journals.ekb.eg/article_289011.html

Detail API

https://cfdj.journals.ekb.eg/service?article_code=289011

Order

289,011

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

The Relationship between Brand Authenticity and Brand Evangelism: An Empirical Study on Athletes Sports Shoes”

Details

Type

Article

Created At

25 Dec 2024