Amal Adel Nabih’s scientific contributions

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Publications (4)


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Discriminant Validity -Fornell and Larcker
Results summary for formative constructs
Hypotheses testing
The Impact of Brand Authenticity on Purchasing Intention: The Mediating Role of Brand Trust
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July 2024

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720 Reads

The Review of Contemporary Scientific and Academic Studies

Amal Adel Nabih

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Brand authenticity has emerged as a crucial topic in contemporary marketing thought, as brands confront an array of challenges stemming from intense competition, financial crises, and the COVID-19 pandemic. These challenges have prompted brands to prioritize the concept of authenticity, which contributes significantly to their success and longevity. Brand authenticity also plays a pivotal role in cultivating trust among consumers, thereby shaping their purchasing intentions. The current study aimed to investigate the mediating effect of Brand Trust on the relationship between brand authenticity and purchasing intention, by application on (Eva Cosmetics), an Egyptian famous cosmetics brand. The data are collected via an online questionnaire (Using Google forms), and the research sample was 100 respondents. The data were analyzed using the partial least squares structural equation modeling (PLS-SEM) method.

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The Relationship between Sensory Marketing and Purchasing Decision: Customer Satisfaction as a moderator

June 2024

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288 Reads

Economics and Finance

This research investigates the relationship between sensory marketing and purchasing decisions using customer satisfaction as a moderator. The study was applied on the customers of “Qasr E-Kababgi” restaurants (Cairo branches) as this restaurant chain is considered as one of the largest and most famous restaurants specialized in oriental food in Egypt. In addition, it is considered as a touristic destination and a favorite place to visit for foreigners. Accepted responses to the questionnaire were (385) responses. To assess the reliability and validity of the instrument and test the research framework, the researchers used smart PLS 4. Partial Least Squares Structural Equation Modeling (PLS-SEM), a variance-based approach utilizes the total variance to estimate the model parameters. The research findings showed that there is a positive relationship among all variables, and customer satisfaction moderates the relationship between Sensory marketing and Purchasing decision.