Ali Ahmed Abdelkader

Drawing on three theories; uses and gratification, social identity, and reasoned action, this study investigates the moderating role of type of participation and the sport fanaticism between brand community identification (BCI) and oppositional brand loyalty (OBL). Moreover, it explores the influence of sports fanaticism on the type of participation. A convenience sample of 455 members from the online communities of the two most famous competing clubs in Egypt (Al-Ahly and Zamalek) was used ; the validity of the proposed model has been verified. To test the proposed hypotheses, partial least squares structural equation modeling (PLS-SEM) relying upon WarpPLS.7 was utilized. The findings indicated that sports fanaticism is more influential on posting engagement behavior than lurking engagement behavior. Moreover, BCI is a key enabler of OBL. Furthermore, the sport fanaticism does not moderate between BCI and OBL. Finally, BCI has stronger positive effect OBL among posters than lurkers in OBCs. Key academic and practical implications in sport industry are justified and clarified

This research is mainly concerned with identifying the mediating role of customer engagement (CE) between marketer and user-generated content and repurchase intentions in online airline service communities. Additionally, this research explores the significance of differences between the customers' perceptions towards the generated content evaluation according to content generator (marketer/user) and identifies the relatively importance of both marketer and user-generated content influence on CE in online airline service communities. To accomplish these objectives, a random cluster sample of 351 valid internet users was selected. The research findings indicated that user-generated content (UGC) is more influential than marketer-generated content (MGC) on CE and its dimensions. The findings also reveal that CE significantly mediates the relationship between both marketer and user-generated content and repurchase intentions. The findings improve both academicians' studies and marketers' practices within the online airline service community.

This research aims to find out and analyze the impact of team's identification congruence between football celebrity and fans on fans' attitudes towards credibility of the celebrity, advertising, and brand in a sample of four major fans groups via social media. A quantitative approach was applied through a questionnaire of 377 football fans in an Egyptian league that was distributed, collected and statistically analyzed. The findings revealed that the fans' attitudes towards credibility of the spokesperson, advertising, and brand are statistically and significantly affected by team's identification congruence between football celebrity and fans. The most vital recommendation of this research is that: team's identification congruence between football celebrity and fans should be taken into consideration before designing the advertising.

This article aims to determine and analyze the impact of E-IMC on improving the positioning towards commercial banks in Egypt, and loyalty as well. To accomplish these objectives, a descrptive method is used. 360 customers of commercial banks in Egypt are randomly selected, which were selected for having used the internet service of these banks. The total response rate was 86.4%. The results showed that this a statistically significant relationship between E-IMC and the mental image of the customers towards the organizations to improve their image and increase the achievement of loyalty to the brand in the commercial banks. Examining the results, a reliable model has been found in managing the mental image of the organizations with their customers.

To date, customer orientation (CO) implementation constructs have not been systematically investigated. Existing studies have derived their constructs from different perspectives. However, the literature lacks scientifically developed and tested constructs that make an integrative CO philosophy. Through a detailed analysis of the literature as well as adding new factors, this research identifies 8 constructs for integrated CO implementation. The importance of the proposed constructs was theoretically discussed and justified. Using a sample of 202 banks, the constructs are then tested and validated. The overall results from the empirical assessment were positive, thus reflecting the appropriateness of the proposed constructs. This study provides new theoretical grounds for studying the CO. It also supplies banks with a number of operative factors that may be essential if they are to remain competitive in the dynamic marketplace. It gives valuable information, which hopefully will help this business sector to implement CO.