Purpose – The purpose of this empirical research is to study the main factors affecting the green brand preference in the telecom industry in Egypt as an example of an emerging innovative market. Design/methodology/approach – The researchers develop a conceptual framework highlighting the...

Over the last couple of decades, the mobile communication companies have been growing rapidly and it plays a major role in the emerging economies that can't be underestimated. This study was conducted to better understand the factors that lead to brand loyalty in the Egyptian mobile retail...

Purpose – The potential to provide customers with information about experience and credence qualities in advance of purchase has resulted in widespread recognition of the significance of brands in relation to consumer choice in the service sector. Arguably, what is of particular significance...