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The Impact of External Personnel Marketing Strategy on Brand Awareness of Customers: The Case of Technological Universities in Egypt

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  • Einas Elabbasy

    (Kafrelsheikh University, Egypt)

Abstract

This research analyzes the impact of external personnel marketing strategy using 7ps on brand awareness of students in the technological universities in Egypt. Two questionnaires were prepared and distributed. The research was applied on 254 faculty members of the whole technological universities in Egypt (Cairo, Quesna, and Beni Suef) and 280 students of these universities. The results indicated that there is a positive significant effect of external personnel marketing strategy using 7Ps (individually and collectively) on brand awareness. The study proposed a number of recommendations.

Suggested Citation

  • Einas Elabbasy, 2021. "The Impact of External Personnel Marketing Strategy on Brand Awareness of Customers: The Case of Technological Universities in Egypt," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 12(1), pages 44-64, January.
    • Handle: RePEc:igg:jcrmm0:v:12:y:2021:i:1:p:44-64
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