الفهرس 
الفصل الأول مقدمة البحثيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
The Study aims to measure the effect of guerrilla marketing dimensions on customer brand commitment. Applied customers of grand commercial stores in Cairo. Data were collected from 384 units form customers in grand commercial stores in Cairo, was used (descriptive statistics, One-Way ANOVA, Pearson correlation coefficient and T-Test) in analyzing the data analysis. The study found that there is a positive significant effect of clarity, humor, emotional arousal and surprise on affective commitment. And also found that there is a positive significant effect of clarity, aesthetics on normative commitment. Also found a positive significant effect of clarity, novelty, surprise, humor, emotional arousal on economic commitment, also found appositive significant effect of emotional arousal, relevance and aesthetics on forced commitment. And found a positive significant effect of emotional arousal, novelty and clarity on habitual commitment. The study tested the significant differences between the study sample opinions for guerrilla marketing dimensions and customer brand commitment dimensions. The study found There are no the significant differences between sample opinions for guerrilla marketing dimensions and brand customer commitment dimensions according to gender،and there is a significant difference differences between the study sample opinions for guerrilla marketing dimensions and some of brand commitment dimensions according to age and qualifications.