الفهرس 
CHAPTER ONE: RESEARCH FRAMEWORKOnly 14 pages are availabe for public view
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Abstract
Abstract
Every company hopes to make its brand reaches millions of people; in conventional marketing, it costs a lot, while the online shopping can overcome such problem. This study is concerned with answering a specified question and fills in a certain gap which is measuring the role of high resource psychographic segments on the relationship between brand resonance building blocks and online repurchase intention of internet users in Egypt. The research model identifies the structural relationships between the following constructs (Innovators, thinkers, experiencer and achiever toward high resource psychographic segments) and (brand resonance, emotional and rational building blocks toward a brand) and (online repurchase intention).
Descriptive research format and quantitative research method were chosen. The structured questionnaire survey has been used as the main method strategy to research. The number of 400 questionnaires were done. Convenience (snowball) sampling was used for collecting data from Internet users in Egypt who regularly use online shopping groups and pages on social networking tools such as Facebook and Instagram; the selection of the units was made randomly. The questionnaires were distributed to participants who agreed to take the survey. Participants will be chosen based on personal networking for those who are having the required characteristics of the research, and those will be asked to recommend other and others. For all statements in the questionnaire, five-point Likert-scale was used ranging from strongly disagree (1) to strongly agree (5). Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and the Structural Equation Modeling (SEM) are employed to test hypothesized relationship, to judge how well the proposed model fits the collected data. The three hypothesized paths are supported.
This research provides both theory development for academics and practical implications for marketing management. Such scales of emotional and rational brand resonance and repurchase intentions are validated. from a managerial perspective, this study provides the structured model that can be used by marketers, as a good strategy, before showing their luxury brand through online shopping, to ensure that their brand will achieve what it is built for.
The most important contribution of this study, is dividing the brand resonance building blocks into three collective blocks which are brand resonance, rational and emotional blocks. Another contribution is how psychographic segmentation can be used as a mediator variable rather than demographic segmentation in order to create customer profiling through classifying them into lifestyle categories based on how they reach brand resonance, either through rational or emotional blocks which respectively affect their luxury brands repurchase from online pages and groups.