The Impact of Sponsorship Disclosure by Social Media Influencers on Brand Love in the fast-food chain restaurants in Egypt

نوع المستند : المقالة الأصلية

المؤلفون

1 Ph.D. Candidate, Faculty of Commerce, Cairo University

2 Lecturer of Marketing, Faculty of Commerce, Cairo University

3 Professor of Marketing, Faculty of Commerce, Cairo University

المستخلص

      The purpose of this study is to examine the   impact of   Sponsorship Disclosure (SD) on Brand Attitude and Brand Love and in the fast-food chain Restaurants in Egypt. Accordingly, literature is reviewed, and secondary data regarding Sponsorship Disclosure are gathered. Thereafter, a quantitative method is conducted using a self-administered online questionnaire to collect data for the current study and determine the impact of sponsorship Disclosure with Brand attitude and Brand Love. A single cross-sectional design is employed to gather the data from 400 Egyptian young adult (millennials and Generation Z) and the valid questionnaires are 392.Moreover, the data is analyzed using (IBM SPSS V.27). The findings reveal that Sponsorship Disclosure affects Brand Attitude and brand Love significantly. Accordingly, Sponsorship Disclosure by Social Media Influencers impacts Brand Attitude and Brand Love in the Fast-Food Industry in Egypt

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