The Role of Brand Ambassadors in Enhancing the Brand Resonance: An Analytical Study of the Opinions of a sample of Asiacell Customers
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Abstract
This research aims to analyze the role of brand ambassadors (attractiveness, trust, and expertise) in enhancing the four dimensions of brand resonance: (behavioral engagement, behavioral loyalty, active participation, and sense of community belonging), within the service environment of Asiacell in Iraq. The research relied on a descriptive-analytical approach to determine the nature of the relationships between the variables. An electronic questionnaire was used to collect data from a random sample of (385) of the company's customers, ensuring a realistic representation of their attitudes and opinions. Statistical analysis was performed using the statistical program (SPSS V.23). The research results revealed statistically significant correlations and influences between the dimensions of brand ambassadors and brand resonance. It was shown that individuals with a high level of attractiveness, trust, and expertise contribute to raising the level of interaction with customers and enhancing their loyalty and emotional and community belonging. The results also showed variations in the sample's opinions according to some demographic variables.
Abstract
This research aims to analyzing the role played by brand ambassador characteristics (attractiveness, trust, and expertise) in enhancing the four dimensions of brand resonance: (behavioral engagement, behavioral loyalty, active participation, and sense of community belonging), within the service environment of Asiacell in Iraq. The research relied on the descriptive-analytical approach as the most appropriate framework for understanding the nature of the relationships between the variables. An electronic questionnaire was used to collect data from a random sample of (385) of the company's customers, ensuring a realistic representation of their attitudes and opinions. The statistical analysis was conducted using (SPSS V.23), utilizing a range of statistical methods, most notably exploratory factor analysis, confirmatory factor analysis, arithmetic means, standard deviations, relative importance, hierarchical importance, Cronbach's alpha coefficient, reliability coefficient,(KMO) test, Pearson's correlation coefficient,( One Sample T), and (ANOVA) test. The research results revealed statistically significant correlations and influences between the dimensions of brand ambassadors and brand resonance. It was found that personalities with a high level of attractiveness, trustworthiness, and experience contribute to raising customer engagement and enhancing their loyalty, emotional, and social belonging. The results also showed variations in the sample's opinions based on some demographic variables.
In light of these findings, the research recommends adopting precise criteria for selecting brand ambassadors, in line with the brand's values and identity, while emphasizing the design of vibrant communication experiences that encourage customer interaction and positive participation. This enhances the brand's presence in the market and deepens its relationship with target customers.
Keywords: Brand Ambassadors, Brand Resonance, Attraction, Trust, Experience, Behavioral Loyalty, Behavioral Engagement, Active Participation, Sense of Community, Asiacell Company.
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References
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