Search results

The study investigated the effect of marketing communications’ dimensions on brand loyalty in the banking sector.

The study adopted the quantitative research approach which relied on the explanatory design due to the nature of the hypotheses tested. The convenience sampling technique was used to pull 377 customers of a branch of a commercial bank in Ghana. Furthermore, the PLS-SEM technique was deployed to assess the measurement model and test the research hypotheses.

Results show that the following dimensions of marketing communications are significant predictors of brand loyalty: direct marketing, public relations and sales promotion. The exception is advertising, which had an inverse relation with brand loyalty.

The results provide significant pointers to banks’ management that they should deploy a variety of marketing communication channels other than intensive advertising to reach and persuade customers.

The study illustrates the latest effort to extensively provide insights into how commercial banks could leverage marketing communication tools to sustain loyalty in an emerging economy that is intensively competitive.

The purpose of this paper is to study and analyze the Iranian policy towards the Middle East (ME) and its consequences on Egypt.

This study uses the national interest approach and system analysis approach as analytical framework.

Several areas are points such as pillars of the Iranian National strategy, pillars of the Iranian policy in the ME and the concept of the Iranian National Security.

Iran is one of the most important and influential regional powers in the Middle East that affects dramatically regional security and stability. The paper analyzes Iranian policy in the ME and its determinants. In this context, this study deals with the Iranian strategy and Iranian interests. It focuses on the impact of Iranian policy on Egypt and its national security from a comprehensive perspective.