Enhancing the Customer Brand Engagement through Brand Authenticity and Marketing Agility Theoretical Analysis, Conceptual Framework and Research Agenda

قرطام, وائل عبد الرازق احمد; البردان, محمد فوزى; طه, إيمان حسنين السيد

doi:10.21608/sjsc.2023.233978.1344

Enhancing the Customer Brand Engagement through Brand Authenticity and Marketing Agility Theoretical Analysis, Conceptual Framework and Research Agenda

نوع المستند : المقالة الأصلية

المؤلفون

¹ استاذ التسويق بكلية التجارة جامعة القاهرة

² استاذ ادارة الاعمال المساعد وكيل كلية التجارة للدراسات العليا والبحوث - جامعة مدينة السادات

³ كلية التجارة جامعة مدينة السادات

10.21608/sjsc.2023.233978.1344

المستخلص

This paper aims, on one hand, at determining the nature of the relationship between brand authenticity and customer brand engagement, and identifying, on the other hand, that relationship between brand authenticity and marketing agility. Also, this paper investigates the relationship between marketing agility and customer brand engagement using theoretical analysis.

In so doing, the researcher used many secondary data and relied on obtaining them on various sources and analyzed them using many appropriate analytical methods.

A number of results were realized. For example, brand authenticity impacts on customer brand engagement positively. Also, brand authenticity has a positive impact on marketing agility and Marketing agility has a positive impact on customer brand engagement.

The paper also introduced four formulated research propositions and planned research methodology for

thorough real data-driven testing followed by refining of the conceptual model's recommended intelligentsia.

The critical and analytical literature review would cover three main research streams and venues; brand authenticity, Marketing Agility, Customer Brand Engagement

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