الفهرس 
مقدمة الدراسةيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
This study is aimed to investigate the effect of both brand orientation and brand repositioning on branding performance when mediating brand personality and brand trust, by implementing on computer appliances customers in Egypt.
An analytical model is developed as a guideline to test the relationship between study variables. A quantitative method with deductive approach are chosen in this research. In order to collect primary data, a questionnaire is designed and randomly data have been collected from students of five Egyptian universities (Cairo, Assiout, Alexandria, Suez canal, Mansoura). The SPPSS is used to process the primary data, and AMOS is used to measure the direct and indirect relationships between more than two variables. Sample size is 384, and the valid questionnaires are 273 (71.1% of sample size).
The findings shows that brand orientation, brand repositioning, brand personality, brand trust and branding performance are positively related with each other. Also, it shows that both brand orientation and brand repositioning has a positive effect on brand personality. Both brand orientation and brand repositioning has a positive effect on brand trust. Both brand orientation and Brand personality has a positive effect on brand trust. Brand personality has a positive effect on branding performance. Brand trust has a positive effect on branding performance. The positive direct effect of brand personality on branding performance dimensions will increase when mediating brand trust. The positive direct effect of brand orientation on branding performance dimensions will increase when mediating brand personality and brand trust. Finally, it shows the positive direct effect of brand repositioning on brand reputation will increase when mediating brand personality and brand trust.