الفهرس | Only 14 pages are availabe for public view |
Abstract The study aimed to identify the relationship between brand trust and the Electronic Word of Mouth: An empirical study on the Egyptian Public Universities students in the undergraduate stage. A model was developed to test the relationship between the study’s variables. A quantitative method with deductive approach was chosen in this research. In order to collect primary data, a questionnaire was designed and date has been collected from mobile phone sets Customers of students from Egyptian Universities. SPSS, Mann Whitney test, Pearson correlation coefficient, simple linear regression and method of regression gradual Stepwise were used to achieve the aims of the study. The sample of the study was (384) and the valid questionnaires were (288) (75% of sample size). The findings of the study showed that: ”There is a significant correlation between brand trust and all dimensions of Electronic Word-of-mouth (E-WOM Quality - E-WOM Quantity - Sender’s Expertise).” And there is a significant effect of the dimensions of brand trust (Brand Benevolence - Brand Competency - Brand Credibility Benevolence) on the dimensions of Electronic Word-of-mouth (E-WOM Quality - E-WOM Quantity - Sender’s Expertise). |