International Journal of Accounting and Management Sciences (IJAMS)
IJAMS Vol.3 No.4 October 2024
DOI https://www.doi.org/10.56830/IJAMS10202408
Authors
Noha Hassan
Mohamed Salem
Mohamed Abdelraouf
Abstract
This study uses quantitative and qualitative approach to discover the attributes that do not encourage young consumers in Egypt to perceive and be loyal to the American Eagle brand. Determining specific areas that need strategy change gives executives clear guidance of what needs to be done to enhance appeal and sustainable business in the region. To address the research question regarding the effect of social media as the method of advertising this research study uses a quantitative research approach by administering interview questions and surveys through Google Sheets. The results as established there is a correlation between the variables as the independent variable influences the dependent variable. Concerning Egyptian customers’ perceived price, quality, and brand prestige for Western brands, prior research has a wealth of literature. Indeed, since the arrival of this author in Egypt, no study was empirical that investigates satisfaction aspects associated with real retention issues and low loyalty for an American brand. Based on a limited number of consumers who are currently interacting with existing American Eagle, this research identifies missed opportunities for engagement and branding in Egypt that have led to decrease in brand loyalty after entering the market. The study thus reveals why wrong strategies in social media and branding do not work in that culture.
Keywords: Customer loyalty, social media advertising, Relevant content
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