Browsing by Author "Kortam, Wael"

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Blue blood students of occupational dynasties and their university choice: the moderating role of parent–child occupational following
(Routledge, 2023-01) Eldegwy, Ahmed; Elsharnouby, Tamer H; Kortam, Wael
This study sheds light on a new category of students in higher education marketing literature – namely, occupational followers. We draw on expectancy-value theory, occupational following theory, and consumer buying behaviour premises to develop and empirically test a model for university choice decision. Data was collected from 367 prospective university students divided into two groups: occupational followers and non-occupational followers. Data was analysed using structural equation modelling. Results indicate that staff–new student online interactions are a key driver of new student satisfaction with online subject taster programs. The study provides empirical support for the direct effect of student satisfaction in shaping students’ extra-role behaviour and university brand preference. Specifically, occupational following moderates the relationship between brand preference and university decision as well as the relationship between extra-role behaviour and university decision.
An Experimental Investigation of the Impact of Different Advertising Formats on Children’s Attitudes’ Towards Sports Brands
(INST SUPERIOR ENTRE DOURO & VOUGA, RUA ANT CASTRO CORTE REAL, SANTA MARIA DA FEIRA, AVEIRO 4520-909, PORTUGAL, 17/12/2021) Yousif, Ranya Ibrahim; Tarek, Alaa; Kortam, Wael
The study aims to investigate children’s attitude towards different advertising formats including TV ads, in-movie product placement and in-game advertisements, using a web-based between subjects’ experimental design among a sample of Egyptian children aged between 6 to 13 years. Children’s attitude development by advertising efforts is considered under investigated in literature particularly in Arab cultures and as they are considered as powerful influencers to parents’ purchase decisions, the study contributes to a better understanding of children’s attitudes that will guide mangers in making wiser advertising budget allocation. The results showed that there is a significant different impact of the investigated advertising formats on children’s attitude towards sports brands with higher cognitive, affective and behavioral responses resulted from the exposure to traditional video advertising compared to in- movie product placement and in-game advertisements
Like father like son: the role of similar-education parents in their children’s university choice
(Routledge, 06/02/2022) Eldegwy, Ahmed; Elsharnouby, Tamer H; Kortam, Wael
This study draws attention to the role of similarly educated parents in their children’s university choice. We conceptualise, develop, and empirically test a model that links university choice with parents’ intention to recommend the university and university brand preference that stems from their own experiences during the university evaluation stage. Data from 339 parents of prospective university students were collected and analysed using structural equation modelling. The findings reveal that parents’ experience with university staff, perception of other parents, and quality of university facilities affect parents’ satisfaction. The results suggest that parents satisfied with a university are more likely to recommend that university to their children and prefer the university brand. These two constructs were found to influence university choice for those parents with non-similar education to a university programme. For parents with similar education to a university programme, only parents’ university brand preference influences university choice.
The Rising Veto Power of the Checkbook: An Empirical Investigation of Parents’ Impacts on Their Children’s University Enrollment
(IGI Global Publishing, 2022-04) Eldegwy, Ahmed; Elsharnouby, Tamer H; Kortam, Wael
This study drew on different streams in the literature to theorize a power shift in favor of parents in the post-COVID-19 era. The authors investigated the impact of parents’ campus site visits on university enrollment decisions by empirically testing a model that draws on concepts from service marketing and sociology and links university enrollment to parents’ evaluative and intentional constructs. Data were obtained from 339 parents of final-year high school students immediately after their campus site visits and analyzed using structural equation modelling. The results indicate that antecedents of parent university satisfaction include human encounters, university reputation, and physical setting. Satisfaction was found to drive intention to advocate to children and brand preference. These two outcomes affected enrollment. The results offer important theoretical contributions to the field of higher education marketing and present managerial implications for university administrators in their quest to augment student recruitment processes.