aya hamed ibrahem el khouly
Asst. Lecturer
The Impact of Marketing Ambidexterity on Brand Loyalty under the Mediation of Sensory Marketing “Applied to branded fast-food restaurants in Cairo Governorate”
• 2026
Publication Information
Authors
Aya Hamed Ibrahim Elkholy
Keywords
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publication.type
Local
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Abstract
Abstract
The current research aimed to investigate the impact of marketing ambidexterity on brand loyalty through sensory marketing, with a specific focus on branded fast-food restaurants in Cairo Governorate. Based on a review of previous studies in this area, a proposed model for the research hypotheses was designed to serve as a guide for testing the relationship between the study variables.
To collect the primary data, two survey lists were designed that included three measures: a measure of marketing ambidexterity, a measure of brand loyalty, and a measure of sensory marketing. The necessary tests were conducted to evaluate the validity of the research variable models. The survey was directed to a sample of employees and customers of branded fast-food restaurants in Cairo Governorate, which is the subject of research and study, and which numbered 66 branded fast-food restaurants. The sample size was (788 individuals), divided between 394 individuals of employees of branded fast-food restaurants and 394 individuals of customers of branded fast-food restaurants. The response rate was (748 individual), representing 95% of the total sample size.
The findings illustrate that there is a positive effect of marketing ambidexterity on sensory marketing among customers of fast-food restaurants in Cairo Governorate. There is a positive effect of marketing ambidexterity on brand loyalty among customers of fast-food restaurants in Cairo Governorate. There is a positive effect of sensory marketing on brand loyalty among customers of fast-food restaurants in Cairo Governorate. There is a positive effect of sensory marketing on the relationship between marketing ambidexterity and brand loyalty among customers of fast-food restaurants in Cairo Governorate.
Finally, there are statistically significant differences between the opinions of the respondents regarding the study variables (marketing ambidexterity - sensory marketing - brand loyalty) according to demographic and organizational variables (gender - income levels - Academic qualification – experience – age) among customers of fast-food restaurants in Cairo Governorate.
Keywords:
Marketing ambidexterity.
Brand loyalty.
Sensory marketing.
The current research aimed to investigate the impact of marketing ambidexterity on brand loyalty through sensory marketing, with a specific focus on branded fast-food restaurants in Cairo Governorate. Based on a review of previous studies in this area, a proposed model for the research hypotheses was designed to serve as a guide for testing the relationship between the study variables.
To collect the primary data, two survey lists were designed that included three measures: a measure of marketing ambidexterity, a measure of brand loyalty, and a measure of sensory marketing. The necessary tests were conducted to evaluate the validity of the research variable models. The survey was directed to a sample of employees and customers of branded fast-food restaurants in Cairo Governorate, which is the subject of research and study, and which numbered 66 branded fast-food restaurants. The sample size was (788 individuals), divided between 394 individuals of employees of branded fast-food restaurants and 394 individuals of customers of branded fast-food restaurants. The response rate was (748 individual), representing 95% of the total sample size.
The findings illustrate that there is a positive effect of marketing ambidexterity on sensory marketing among customers of fast-food restaurants in Cairo Governorate. There is a positive effect of marketing ambidexterity on brand loyalty among customers of fast-food restaurants in Cairo Governorate. There is a positive effect of sensory marketing on brand loyalty among customers of fast-food restaurants in Cairo Governorate. There is a positive effect of sensory marketing on the relationship between marketing ambidexterity and brand loyalty among customers of fast-food restaurants in Cairo Governorate.
Finally, there are statistically significant differences between the opinions of the respondents regarding the study variables (marketing ambidexterity - sensory marketing - brand loyalty) according to demographic and organizational variables (gender - income levels - Academic qualification – experience – age) among customers of fast-food restaurants in Cairo Governorate.
Keywords:
Marketing ambidexterity.
Brand loyalty.
Sensory marketing.