Ehab Abou-Aish
Cairo University
AdvertisingService providerEmpirical researchConsumption (economics)Corporate social responsibilitySociologyBusinessMarketing scienceMarketingBody of knowledgeGoods and servicesCustomer satisfactionConsumer behaviourValue (ethics)ProsperityRespondentOriginalityMobile phoneSocial marketingTest (assessment)Marketing ethicsReligiosityContext (language use)Mobile serviceTop managementMobile service providerDifferential effectsPublic relationsConfirmatory factor analysisIslamSample (statistics)Multilevel modelSports marketingScale (social sciences)Computer-assisted web interviewing
Publications 7
#1M. Mosaad (Cairo University)H-Index: 10
#2Ehab Abou-Aish (Cairo University)H-Index: 3
Last. Mohamed H. Elsharnouby (Cairo University)H-Index: 2
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#2Wael KortamH-Index: 7
Last. Ehab Abou-AishH-Index: 3
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The purpose of this study is to examine how sports marketing can attract audiences towards less popular sports.,A total of 22 interviews were conducted first to explore the opinions of sports professionals about how audiences can be attracted towards less popular sports. Then 479 responses to an online questionnaire were collected. The online questionnaire includes a pretest-posttest experiment in which each respondent has watched a video. Confirmatory factor analysis, reliability test and hiera...
This research aims to investigate the impact of strategic vs. tactical Cause-related Marketing (CrM) on customer’s intention to switch service providers. Strategic and tactical CrM differ in the level of the following dimensions: company-cause congruence, duration, amount of invested resources, and top management involvement in CrM. The experimental design was used to test the conceptual model in the context of mobile phone services in Egypt. The responses of 193 participants to a survey were us...
#1Mariam Mourad Hussein Abou-Youssef (German University in Cairo)H-Index: 1
#2Wael Kortam (Cairo University)H-Index: 7
Last. Noha El-Bassiouny (German University in Cairo)H-Index: 10
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Purpose – The purpose of this paper is to explore the effect of Islamic religiosity on consumer attitudes toward Islamic banking in Egypt. Design/methodology/approach – The study utilizes a mixed-methods approach, employing both qualitative in-depth interviews and quantitative surveys. Findings – The main findings of the study show that religiosity has an impact on consumer attitudes toward Islamic banking in Egypt. Major religiosity clusters were identified from the sample and these were associ...
#2Ehab Abou-AishH-Index: 3
Last. Noha El-BassiounyH-Index: 10
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#1Noha El-Bassiouny (German University in Cairo)H-Index: 10
#2Ahmed Taher (The: American University in Cairo)H-Index: 10
Last. Ehab Abou-Aish (Cairo University)H-Index: 3
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Purpose – The current study seeks to focus on highlighting the extent of changes in consumer behavior by character/ethics education. The research is designed as a pioneer empirical study, sampling Egypt as an example of a growing consumer market as well as an illustration of the relevance of character education programs for inducing changes in consumption patterns. The central aim of the work is to contribute to the body of knowledge of marketing science and marketing ethics with respect to stra...
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