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

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

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Egyptian market##common.commaListSeparator## corporate image##common.commaListSeparator## marketing-mix variables

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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.

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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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##issue.vol## 3 ##issue.no## 4 (2014)

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Articles

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