Volume 19, No. 4, 2022
The Mediating Role Of Service Marketing Innovation Between Marketing Knowledge And Corporate Brand Image: Evidence From Alexandria Water Co.
Islam Ali Ibrahim Mohamed Aboda , Prof. Dr. Alaa Elgharbawy , Dr. Shaymaa Farid Fawzy , Dr. Mohamed Abdelkader Abdel Hamid
Abstract
The purpose of this paper is to examine the effect of Marketing knowledge on service marketing innovation, to determine the effect of Marketing knowledge on corporate brand image, to identify the effect of service marketing innovation on corporate brand image, and to develop a framework for the impact of marketing knowledge on service marketing innovation, as well as the role of corporate brand image in mediating the link between the variables. To obtain the necessary data, we will conduct quantitative analyses and structural equation models (SEMs) using a questionnaire tool and AMOS software version 25. The study's primary conclusions are that marketing knowledge has a direct effect on corporate brand image, that marketing knowledge has a direct effect on service marketing innovation, and that service marketing innovation has a direct effect on corporate brand image. Our findings indicate that service marketing innovation acts as a mediator in the interaction between marketing knowledge and corporate brand image.
Pages: 280-295
Keywords: Corporate brand image, Marketing knowledge, Service marketing innovation.