الفهرس 
قائمة المحتوياتيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
The current study aims to investgate the effect of product development policies on brand advocacy via customers relationships quality ”An applied study in gold and jewelry stores customers” First : Study Questions Based on the exploratory research gap, the research problem can be formulated in the following question : What are the direct and indirect effect of product development policies on brand advocacy via customers relationships quality? Second : Study Objectives To answer the previous questions, the study states the following objectives: 1- Determining the direct effect of product development policies on customer relationships quality. 2- Assessing the direct effect of product development policies on brand advocacy behaviors. 3- Examining the indirect impact of product development policies on brand advocacy behaviors through mediation of customer relationships quality. Third: study hypotheses To achieve the above objectives, this study adopts the following hypotheses : H1 : there is a significant direct effect of product development policies on customer relationships quality : This hypothesis can be divided into the following sub-hypotheses : ❖ H1.a: there is a significant direct effect of policy of product diversification on customer relationships quality. ❖ H1.b: there is a significant direct effect of policy of product differentiation on customer relationships quality. H2: there is a significant direct effect of product development policies on brand advocacy behaviors : This hypothesis can be divided into the following sub-hypotheses: ❖ H2.a: there is a significant direct effect of policy of product diversification on brand advocacy behaviors. ❖ H2.b: there is a significant direct effect of policy of product defferentiation on brand advocacy behaviors. H3: there is a significant direct effect of customer relationships quality on brand advocacy behaviors. H4: there is an indirect effect of product development policies (product diversification policy, product defferentiation policy) on brand advocacy behaviors through mediating customer relationships quality. This hypothesis can be divided into the following sub-hypotheses: ❖ H4a: there is an indirect effect of product diversification policy on brand advocacy behaviors through mediating customer relationships quality. ❖ H4b: there is an indirect effect of product defferentiation policy on brand advocacy behaviors through mediating customer relationships quality. Fourth: research results : 1. There is a positive significant effect of product development policies on customer relationships quality. 2. There is a positive significant effect of product diversification policy on customer relationships quality. 3. There is a positive significant effect of product defferentiation policy on customer relationships quality. 4. There is a positive significant effect of product development policies on brand advocacy behaviors. 5. There is a positive significant effect of product diversification policy on brand advocacy behaviors. 6. There is a positive significant effect of product defferentiation policy on brand advocacy behaviors. 7. There is a positive significant effect of customer relationships quality on brand advocacy behaviors. 8. There is an indirect effect of product development policies on brand advocacy behaviors through mediating customer relationships quality.