الفهرس 
المستخلص باللغة العربيةيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
This study is aimed to investigate the impact of guerilla marketing on brand equity by mediating buying behavior, applied on customers of mobile telecommunication companies in Egypt, an analytical model was developed as a guideline to test the relationships between study variables,a questionnaire was designed and data has been collected from customers of mobile telecommunication companies in Egypt, the SPSS was used to analyze the primary data, and AMOS was used to measure the direct and indirect relationships between the variables, the researcher used periodical sample as customers of telecommunication companies were questioned from the period August 2016 tell September 2016 via the internet and social media, and the valid questionnaires were 279 of 320 ( 87% of sample size which is acceptable ratio). The results of statistical analysis showed that there is a significant strong positive correlation between guerilla marketing, buying behavior and brand equity. Also it founds that there is a significant positive effect of guerilla marketing on buying behavior. A significant positive effect of guerilla marketing on brand equity dimensions. A significant positive effect of buying behavior on brand equity dimensions. Also the positive direct effect of guerilla marketing on brand equity dimensions increases when mediating buying behavior.