Investigating the Role of Selected Marketing-Mix Variables in Formatting Corporate Image in Egyptian Market

Authors

  • Ahmed Yehia Ebeid Mansoura University, and Delta University for Science and Technology, Egypt

DOI:

https://doi.org/10.11634/216796061706615

Keywords:

Egyptian market, corporate image, marketing-mix variables

Abstract

The current study aims at investigating the relationship between selected marketing-mix variables (i.e., price, advertising, monetary promotion, distribution intensity) and corporate image, in the consumer markets, unlike research that concerned business market, or/and different group of marketing-mix variables, in terms of addressing their expected relationships with corporate image. The questionnaire response rate is approximately 83%. Structural equation modeling was used to investigate the proposed relationships, and the model`s fit as well. Significance of all relationships were verified, and the  proposed model fits the data. Implications, limitations,  and further research are provided.

Author Biography

Ahmed Yehia Ebeid, Mansoura University, and Delta University for Science and Technology, Egypt

Business Administration Department, Faculty of Commerce, Mansoura University, and Head of Business Administration Department, Faculty of Business Administration, Delta University for Science and Technology, Egypt

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How to Cite

Ebeid, A. Y. (2014). Investigating the Role of Selected Marketing-Mix Variables in Formatting Corporate Image in Egyptian Market. American Journal of Business and Management, 3(4), 237–243. https://doi.org/10.11634/216796061706615

Issue

Vol. 3 No. 4 (2014)

Section

Articles

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