The Effect of BrandInnovativeness on Product Attractivenss (An empirical study on customers of luxury Brand in Manb

نوع المستند : المقالة الأصلية

المؤلفون

1 کلية التجارة - جامعة المنصورة

2 کليوة التجارة - جامعة المنصورة

المستخلص

Abstract The purpose of this study is to examine the relationship between brand innovativeness and product attractiveness for luxury brands‟ customers in Mansoura sporting clubs. The questionnaire was distributed to sporting clubs‟ members. 479 out of 525 questionnaires were collected. 400 questionnaires were valid and free of missing data. Multiple regression analysis is employed to test the research hypotheses using Warp PLS 0.6. The research results revealed that brand innovativeness is positively associated with product attractiveness.

الكلمات الرئيسية

الموضوعات الرئيسية


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