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Full-Text Articles in Business

A Study Of Big Bath Practices In The Egyptian Capital Market: An Emphasis On Ceo Turnover And Origin, Engy Elhawary, Rasha Elbolok, Dina Hassouna Jun 2024

A Study Of Big Bath Practices In The Egyptian Capital Market: An Emphasis On Ceo Turnover And Origin, Engy Elhawary, Rasha Elbolok, Dina Hassouna

Business Administration

Purpose – This study aims to investigate how major big bath accounting practices and CEO turnover in Egypt relate to one another, as well as the first to use the CEO’s origin as a moderating factor.

Design/methodology/approach – This study uses 10-year longitudinal data from 2012 to 2021 and 290 firm-year observations from Egypt’s listed nonfinancial firms that witnessed CEO turnover to identify the significant big bath accounting practices in Egyptian businesses after the Egyptian revolution and the COVID-19 pandemic. Using fixed and random effect models, the authors investigate the impact of CEO turnover on company earnings during the first …


The Effect Of Greenwashing On Consumers’ Green Purchase Intentions, Doaa Ayoub, Renad Awad Jan 2024

The Effect Of Greenwashing On Consumers’ Green Purchase Intentions, Doaa Ayoub, Renad Awad

Business Administration

Green marketing is widely used by brands all over the world using misleading ways to give brands an advantage to achieve their goals and sales. This is called greenwashing. The aim of the study is to examine the influence of greenwash on the purchase intentions among Egyptian consumers. It tested the mediation effect of brand love, brand loyalty, brand image, and green consumer confusion in the relationship between greenwash and purchase intentions and it also tested the mediation effect of green trust in the relationship between green brand image and purchase intention. The data were collected electronically from 386 participants …


The Profitability And Credit Risk Of The Egyptian Banking Sector: Do Financial Technology Entrants Have An Impact?, Rania Pasha, Shaza Ayman Abdalla Dec 2023

The Profitability And Credit Risk Of The Egyptian Banking Sector: Do Financial Technology Entrants Have An Impact?, Rania Pasha, Shaza Ayman Abdalla

Business Administration

This paper examines the impact of fintech on the profitability and credit risk of 20 banks in Egypt for the period from 2017 to 2021. ROA and ROE are used to measure profitability in addition to Z-score as a measure of credit risk. Moreover, new fintech indicators are employed in this study, as measured by the growth in fintech funding volume, growth in the number of fintech startups, and growth in the number of fintech funding deals. Fintech has demonstrated its impact on the profitability and level of credit risk in banks in different countries. Nevertheless, to the authors’ knowledge, …


Effectuation And The Social Entrepreneurship: An Empirical Study Of The Relationship Between Adopting The Principles Of Effectual Logic And Social Enterprise's Performance In Egypt, Hala Wasef Hattab Jan 2023

Effectuation And The Social Entrepreneurship: An Empirical Study Of The Relationship Between Adopting The Principles Of Effectual Logic And Social Enterprise's Performance In Egypt, Hala Wasef Hattab

Business Administration

In Egypt, social enterprises are important to confront some of the major challenges facing the country. Nevertheless, they face several obstacles that hinder their development, social impact, and performance. In 2001, Saravathy developed effectuation theory which acknowledges how the decision-making process, action and implementation are practiced by entrepreneurs in an unpredicted and dynamic environment. Hence, effectuation can be suggested as a possible resort to improve social enterprises’ performance. Thus, the objective of the research is to investigate whether effective logic principles affect social enterprises’ financial, market, and innovative performance in Egypt. An online survey was shared via email with social …


Assessing The Entrepreneurship Ecosystem In Egypt Through A Gender Lens, Hala Wasef Hattab Jan 2023

Assessing The Entrepreneurship Ecosystem In Egypt Through A Gender Lens, Hala Wasef Hattab

Business Administration

Purpose: According to the Egyptian Start-up Ecosystem Report (ITIDA, 2021), Egypt has one of the foremost start-up ecosystems on Africa, both in terms of levels of start-up activity and inward investments. Yet the county lags in terms of women’s participation in founding start-ups. According to the latest Global Entrepreneurship Monitor report for Egypt, the entrepreneurial activity rate for women was 5.7%, while that of Egyptian men was 16.7%, despite women’s positive attitudes towards entrepreneurship. Methodology: The current research has an exploratory nature and aims at analysing entrepreneurship ecosystem in Egypt through a gender lens to highlight the factors that are …


Adaptive Leadership, Organisational Resilience And The Mediating Effect Of Change Management Amid Egyptian Academia Crises, Maha Ahmed Zaki Dajani, Dr. Maha Ahmed Zaki Dajani Dec 2022

Adaptive Leadership, Organisational Resilience And The Mediating Effect Of Change Management Amid Egyptian Academia Crises, Maha Ahmed Zaki Dajani, Dr. Maha Ahmed Zaki Dajani

Business Administration

This study aims to investigate the impact of adaptive leadership practices on organisational resilience within Egyptian academia amid the change management crisis, using the ADKAR change model. A self-administered online questionnaire (Google Form Survey) was distributed to collect data from 135 faculty members working at several private and public universities located in Greater Cairo/Egypt. The response rate was approximately 90% (out of 150 faculty members). A structural equation modelling technique was applied to test this study‟s hypotheses. The primary purpose of this study is to provide empirical evidence that leadership adaptability and organisational resilience are among the most sustainable sources …


An Examination Of The Effect Of The Coronavirus Pandemic On Firm Value In Egypt: A Panel Pmg/Ardl Approach, Wafaa Salah, Lela Pumphrey Sep 2022

An Examination Of The Effect Of The Coronavirus Pandemic On Firm Value In Egypt: A Panel Pmg/Ardl Approach, Wafaa Salah, Lela Pumphrey

Business Administration

This study investigates the short-and long-term consequences of coronavirus-induced declines in firm activity on firm value. This association was explored explicitly at both the market and industry levels. The panel data covers the period from March 19,2020,to June 25,2020,for 136 publicly traded non-financial companies. The panel pooling mean group/Autoregressive Distributed Lag estimate method is utilized to investigate the Coronavirus's short-and long-term effects on firm value. The primary findings indicate that the pandemic negatively impactedthe daily stock returns of all industries besides healthcare. This outcome could be ascribed to a 24,3 percent increasein Egyptian healthcare spending in 2019/20 to assure the …


Green Banking Practices: The Impact Of Internet Banking On Bank Profitability In Egypt, Rania Pasha, Bassel Elbages Sep 2022

Green Banking Practices: The Impact Of Internet Banking On Bank Profitability In Egypt, Rania Pasha, Bassel Elbages

Business Administration

This is the first study to use a quantitative approach in examining the impact of internet banking implementation as a green banking practice on bank profitability in Egypt. Moreover, it is the first global study to differentiate the impact between basic and advanced transactional internet banking on bank profitability. A total of 20 banks operating in Egypt were sampled over two time periods: 2009–2018 and 2014–2018. Random effects generalized least squares (GLS) regression analysis and nonparametric analysis were used. Findings indicate that advanced transactional internet banking, as a green banking practice that contributes to the Egyptian sustainable development strategy (SDS), …


The Use Of Fintech In Microfinance: The Fight Against Poverty Globally And In Egypt, Hala Elhadidi Aug 2022

The Use Of Fintech In Microfinance: The Fight Against Poverty Globally And In Egypt, Hala Elhadidi

Business Administration

Microfinance has long been seen as a remedy for global poverty, although it has had mixed success, as the literature demonstrates. While poverty remains, with the introduction of digital technology and the relaxation, in many areas, of the regulations controlling banking following the financial crisis of 2008, innovations in the financial services sector, known as fintech, could have a significant impact. This article examines the research literature on the topic and provides a case study from Egypt before making recommendations on policy change, and how fintech and microfi- nance might develop if they are to have an impact on poverty …


The Impact Of Internet Banking At Times Of Pandemic; Customer Experience, Satisfaction, Trust, Loyalty, E-Service Quality And Bank’S Financial Performance; An Application On Egyptian Public Banks, Madiha Metawie, Dalia Ahmed Mosallamy Faculty Of Business Adminstration, Economics And Political Science Feb 2022

The Impact Of Internet Banking At Times Of Pandemic; Customer Experience, Satisfaction, Trust, Loyalty, E-Service Quality And Bank’S Financial Performance; An Application On Egyptian Public Banks, Madiha Metawie, Dalia Ahmed Mosallamy Faculty Of Business Adminstration, Economics And Political Science

Business Administration

The purpose of this study is to examine the impact of Internet banking on customer experience, satisfaction, trust, loyalty, E-service quality and financial performance in Egyptian public banks. This study concentrates on public bank’s customers in Egypt as a developing nation in the Middle East, which limits the generalizations of the paper findings to other banks globally. However, the fact that all banks faced similar challenges at times of pandemics and typically adopt common standards in bank financial management implies that the findings are potentially robust for global bank management. Structural Equation Modelling was applied to examine the research hypotheses. …


The Impact Of Entrepreneurship Education On The Construction Of Entrepreneurial Self-Identity Of University Students In Egyp, Hala Wasef Hattab, Omar Fahmy Mr. Jan 2022

The Impact Of Entrepreneurship Education On The Construction Of Entrepreneurial Self-Identity Of University Students In Egyp, Hala Wasef Hattab, Omar Fahmy Mr.

Business Administration

Due to the rise in the number of entrepreneurship education programs that are believed to have an impact beyond creating entrepreneurial knowledge and the multiple attempts to understand the entrepreneurial identity and how it is constructed, the current research aims at investigating the relationship between entrepreneurship education and entrepreneurial self-identity construction for university level-students, hence utilized two measures, the first one asked students whether they define him or herself in an entrepreneurial role or not (Hoang and Gimeno, 2015) and the second one was concerned about the social identity and measured it using the “Identity-scale” developed by Sieger et al. …


The Determinants Of Unconditional Conservatisms: A Cross-Country Study, Wafaa Salah, Noura Anwar Abdel-Fatah, Farouk Tamam Shoaeb Dec 2021

The Determinants Of Unconditional Conservatisms: A Cross-Country Study, Wafaa Salah, Noura Anwar Abdel-Fatah, Farouk Tamam Shoaeb

Business Administration

Accounting conservatism is a fundamental qualitative characteristic of financial statements. For centuries, it has had a significant impact on accounting practices. The goal of this study is to investigate the attributes of firms and countries, as well as their relative importance in influencing the level of unconditional conservatism. The data for Hierarchical Linear Modeling was collected from a sample of 5470 publicly traded firms from 55 countries between 2017 and 2019. The results reveal that country differences explain approximately 31 percent of the variance in the level of unconditional conservatism. Thus, firm attributes are superior in explaining cross-country variance in …


Earnings Mangement Determinants: A Study Of Egyptian Listed Firm Characteristics Post The Egyptian Revolution, Engy Elhawary ,The British University In Egypt, Dina Hassouna , The British University In Egypt Dec 2021

Earnings Mangement Determinants: A Study Of Egyptian Listed Firm Characteristics Post The Egyptian Revolution, Engy Elhawary ,The British University In Egypt, Dina Hassouna , The British University In Egypt

Business Administration

This research aims to look at how firm characteristics and audit quality can affect the earning management practices in the Egyptian context, within the period of 2011–2019. This period was after the Egyptian revolution and has not been well investigated in Egypt, especially after the new release of corporate governance rules for listing firms. A sample of 157 non-financial listed companies in the Egyptian stock exchange is selected for achieving the research objective through analysing their financial reports. The panel least squares, using the fixed-effect model, is used to test the hypotheses and investigate the relationship between discretional accruals and …


Environmental, Social, And Governance (Esg) Investing Risk And Return Analysis Of Egyptian Sustainable Equity Index, Mahmoud Otaify Ph.D May 2021

Environmental, Social, And Governance (Esg) Investing Risk And Return Analysis Of Egyptian Sustainable Equity Index, Mahmoud Otaify Ph.D

Business Administration

index: EGX30 for a period from June 2007 to September 2020. We apply GARCH models not only to examine the volatility features of each index but also to investigate effect of exogenous shocks to stock market including global financial crisis in 2008 (GFC), political uncertainty after Egyptian revolution in 2011 (ER2011) and most recently potential effects of covid-19 pandemic. The results reveal that the daily compounded returns of the ESG Index are not statistically different from those of the EGX30 index, however, annualized returns of the ESG Index have been better than the returns of the EGX30 index. Interestingly, the …


Audit Committee Effectiveness And Company Performance: Evidence From Egypt, Engy Elhawary Apr 2021

Audit Committee Effectiveness And Company Performance: Evidence From Egypt, Engy Elhawary

Business Administration

The purpose of this paper is to investigate the impact of audit committee characteristics (size, independence, experience, gender diversity, and frequency of meetings) on the company‘s financial performance (ROA and ROE) in Egypt. In 2016, the Egyptian Stock Exchange announced a new listing requirement for the audit committee members‘ characteristics to enhance its effectiveness. Data are gathered from the board of directors (BOD) and annual reports of the EGX 30 index non-financial listed companies in Egypt for the period of 2016–2018. Data is analyzed by using panel data cross-section data analysis and correlation analysis. The findings reveal that the audit …


The Effect Of Remote Working On Employees Wellbeing And Work-Life Integration During Pandemic In Egypt, Bassant Adel Mostafa Feb 2021

The Effect Of Remote Working On Employees Wellbeing And Work-Life Integration During Pandemic In Egypt, Bassant Adel Mostafa

Business Administration

The study aims to enrich employers' understanding of how employees perceive remote working Post COVID-19's quarantine period and its effect on employees' psychological wellbeing and work-life integration in Egypt. A structured questionnaire was distributed post-COVID-19 pandemic lockdown period on a sample of 318 employees who are supposed to be working remotely in different sectors from home. Correlation and regression analyses were conducted to test the research hypotheses. The results suggest a significant positive effect of employees' perception of remote working on psychological wellbeing and work-life integration. Simultaneously, there is a significant negative effect of employees' perception of remote working and …


The Impact Of Covid-19 Pandemic On Egyptian Women Psychological Empowerment And Work-Life Balance, Dr. Maha Ahmed Zaki Dajani, Dr. Bassant Adel Moustafa Feb 2021

The Impact Of Covid-19 Pandemic On Egyptian Women Psychological Empowerment And Work-Life Balance, Dr. Maha Ahmed Zaki Dajani, Dr. Bassant Adel Moustafa

Business Administration

Abstract The main objective of this study is to examine the impact of the COVID-19 Pandemic on Egyptian Women Psychological Empowerment and Work-Life Balance. The study was conducted on (107) Egyptian working women in different sectors and located in the Greater Cairo region. An online survey link was sent directly to these respondents to answer. They were selected using the non-probability judgmental sampling method; the only criterion for inclusion was that these respondents were working women operating in the Egyptian business context. Research hypotheses were tested using correlation and multiple regression analysis. After testing the effect of Egyptian working women’s …


Corporate Social Responsibility And Firm Risk: Egypt’S Case, Dina Hassouna, Rania Abdelfattah Jan 2021

Corporate Social Responsibility And Firm Risk: Egypt’S Case, Dina Hassouna, Rania Abdelfattah

Business Administration

Studies amongst developed countries have extensively investigated the link between corporate social responsibility (CSR) and financial performance. However, due to lack of research in the Middle East, especially in Egypt, the association between CSR and firm risk remains much less understood (Nguyen & Nguyen, 2015). Therefore, this paper is one of the very few studies that investigate the impact of CSR on firm risk amongst developing countries. A sample of 31 Egyptian listed companies was examined over four years, from 2011 to 2015. We test the impact of CSR on firm risk using fixed and random effects estimation models. We …


The Effect Of Social Networks Advertisements On Egyptian Consumers’ Purchase Behaviour, Madiha Metawie, Rasha Hussien Mostafa Faculty Of Commerce Dec 2020

The Effect Of Social Networks Advertisements On Egyptian Consumers’ Purchase Behaviour, Madiha Metawie, Rasha Hussien Mostafa Faculty Of Commerce

Business Administration

The purpose of this study is to examine the effects of perceived advertising value of Social Networks adverts (SN ads) on Egyptian consumers’ purchasing behaviour. The researchers based their study on Ducoffe (1996) Advertising Value Model that includes informativeness, entertainment, credibility, and irritation, in addition to materialism and peer influence. Data were obtained from 375 Egyptian respondents. Structural Equation Modelling was applied to examine the research hypotheses. The results supported the positive mediating effect of attitude towards SN ads and purchase intention on the relationship between informativeness, entertainment, irritation, materialism and peer influence on consumers purchasing behaviour. Yet, SN ads …


Present And Future Hr Challenges In Egyptian Banks Amid And Post The Covid-19 Crisis, Dr. Maha Ahmed Zaki Dajani, Dr. Maha Ahmed Zaki Dajani Aug 2020

Present And Future Hr Challenges In Egyptian Banks Amid And Post The Covid-19 Crisis, Dr. Maha Ahmed Zaki Dajani, Dr. Maha Ahmed Zaki Dajani

Business Administration

The Economist noted that just as the financial crisis in 2007–2009 has highlighted the role of talented Chief Financial Officers (CFOs), the COVID-19 pandemic has emphasized the role of Chief Human Resource Officers (CHROs). (The Economist, March 24th, 2020). Coronavirus or COVID-19 pandemic is new and is expanding in rapid progress at the time of writing this policy brief. COVID-19 shattered people’s life realities and professional constants. It disrupted the existing forces of the global economy in all continents, countries and cities, due to the shock of lockdown, the experiences of uncertainties and fear of unknowing what the future beholds. …


The Impact Of Responsible Leadership (Rl) On Responsible Employee (Re): The Mediating Role Of Sustainable Leadership (Sl), Safaa Shaaban Aug 2020

The Impact Of Responsible Leadership (Rl) On Responsible Employee (Re): The Mediating Role Of Sustainable Leadership (Sl), Safaa Shaaban

Business Administration

Business leaders are facing an uncertain issue regarding what extent their actions and decisions are responsible for the sustainable development supported by Responsible Employees. Although, several papers are discussing the concept of Responsible Leadership (RL) and Sustainable Leadership (SL). However, there is still an important missing element connected to these two leadership approaches which are Responsible Employee/s (RE). The purpose of this paper is to explore how Responsible Leadership and Sustainable Leadership affect Responsible Employees (RE). The study will examine the impact of two leadership approaches on RE. A sample of 250 employees and future leaders’ positions working in the …


The Requirements Of Agile Pricing Policies To Build A Competitive Maritime Sector: Reflections On The Egyptian Ports, Zeinab Shawky Younis, Zeinab Nawar Jun 2020

The Requirements Of Agile Pricing Policies To Build A Competitive Maritime Sector: Reflections On The Egyptian Ports, Zeinab Shawky Younis, Zeinab Nawar

Business Administration

The strong growth of world merchandise trade recorded the highest in 2017. This was the strongest indicator within a period of six years carrying a ratio of 1.5% which is far above 1.0 the ratio following 2018 financial crisis. The period up to 2023 carries positive prospects for short and medium term and will yield to a growth of global GDP by more than 3.0. The question arising and addressed in the review across the research study sheds the light on the inability of the Egyptian Economy to hunt the opportunities of this GDP growth and the increase of global …


The International Financial Reporting Standards And Firm Performance: A Systematic Review, Wafaa Salah Jan 2020

The International Financial Reporting Standards And Firm Performance: A Systematic Review, Wafaa Salah

Business Administration

This study reviews the accounting literature which investigates the effects of International Financial Reporting Standards (IFRS) on firms’ financial performance to answer a debating question of how effective are the accounting standards in affecting financial performance and to provide guidance for future studies. The focus of the review is three primary streams, first, reasons and evidence of differences between countries in accounting practices; second, theories justifying the transition from local Generally Accepted Accounting Principles (GAAP) to IFRS; Third, the effect of accounting standards on firms’ financial performance regarding three broad groups: (1) Common law countries (2) Civil law countries, and …


Behavioral Agent-Based Framework For Interacting Financial Markets, Heba M. Ezzat Dr. Nov 2019

Behavioral Agent-Based Framework For Interacting Financial Markets, Heba M. Ezzat Dr.

Business Administration

Purpose – This paper aims at developing a behavioral agent-based model for interacting financial markets. Additionally, the effect of imposing Tobin taxes on market dynamics is explored. Design/methodology/approach – The agent-based approach is followed to capture the highly complex, dynamic nature of financial markets. The model represents the interaction between two different financial markets located in two countries. The artificial markets are populated with heterogeneous, boundedly rational agents. There are two types of agents populating the markets; market makers and traders. Each time step, traders decide on which market to participate in and which trading strategy to follow. Traders can …


Does Deferred Tax Mediate The Relationship Between Tax Planning And Earnings Management?, Wafaa Salah Jul 2019

Does Deferred Tax Mediate The Relationship Between Tax Planning And Earnings Management?, Wafaa Salah

Business Administration

The objective of this study is to investigate the effect of deferred tax disclosed under the Egyptian Accounting Standard No. 24, income taxes, and tax planning on earnings management. In addition, to investigate the role of net deferred tax liabilities as a mediator between tax planning and earnings management. This study employs a sample of 127 firms listed on the Egyptian stock exchange covering the period 2011 to 2017 ending up with 889 observations. A stratified simple random sampling technique was used to select the sample. Path analysis is employed to examine the framework of the study and analyses the …


The Effects Of International Financial Reporting Standards On Financial Reporting Quality, Wafaa Salah, Abdallah Ahmed Abdelsalam Jul 2019

The Effects Of International Financial Reporting Standards On Financial Reporting Quality, Wafaa Salah, Abdallah Ahmed Abdelsalam

Business Administration

The purpose of this study is to investigate whether the financial reporting under International Financial Reporting Standards (IFRS) has more quality than local GAAP for firms listed on Taiwan stock exchange. Financial Reporting Quality is measured in this study by three attributes of earnings introduced in previous literature, namely: 1) earnings management expressed as managing towards positive earnings and earnings smoothing and, 2) timely loss recognition expressed as the asymmetric incorporation of economic gains and losses and large negative net income, and 3) value relevance. Ordinary Least Square (OLS) Regression analysis, Z-test, and Binary Logistic Regression are employed to investigate …


University Technology Transfer Efficiency In A Factor Driven Economy: The Need For A Coherent Policy In Egypt, Hala Elhadidi, David A. Kirby May 2019

University Technology Transfer Efficiency In A Factor Driven Economy: The Need For A Coherent Policy In Egypt, Hala Elhadidi, David A. Kirby

Business Administration

The article examines the effectiveness of instruments to promote technology transfer and foster entrepreneurial innovation in Egypt where there are individual measures but no com- prehensive, unified policy or strategy to promote the transfer and commercialisation of the intellectual property stemming from university research. The study examines the extent of technology transfer in the country and the effectiveness of the various existing measures through a four-phase investigation involving in-depth interviews with experts, a question- naire survey of 400 Egyptian Science, Engineering and Technology academics, three case studies of Technology Transfer Offices and a 237 respondent industry survey. The results indicate …


Reviewing The Concept Of Green Hrm And It Practices Application ( Green Staffing): A Review From Literature Background And Testing The Prospective Of Construction Sector In Egypt And Uk, Safaa Shaaban Apr 2019

Reviewing The Concept Of Green Hrm And It Practices Application ( Green Staffing): A Review From Literature Background And Testing The Prospective Of Construction Sector In Egypt And Uk, Safaa Shaaban

Business Administration

Green HRM has become one of the most critical topics in the Business world and sustainability. Many researchers and studies indicate that environmental green staffing associated strongly with the success of financial and marketplace components. The Green Human resource in green-oriented organisations plays a significant part in shaping the culture of suitability in their organisation. Shaping the practices and applications of the HR with the green view and applications will have an effect on all HR decisions and through all the activity of shareholders viewpoint. Currently, all the work gives more attention to the relationship between GHRM and organisation sustainability. …


Earnings Relevance Changes Post The Egyptian Revolution Crisis, Sara Abdallah Feb 2019

Earnings Relevance Changes Post The Egyptian Revolution Crisis, Sara Abdallah

Business Administration

Purpose – This paper aims to investigate whether the value relevance of accounting information has been affected by the occurrence of the Egyptian revolution financial crisis. More specifically, this paper examines the value relevance changes of three key accounting constructs: operating cash flow, normal nondiscretionary accruals and discretionary accruals before and after the Egyptian revolution crisis.

Design/methodology/approach – Ordinary Least Squares (OLS) regression is used to examine the changes in earnings value relevance across before and after the Egyptian revolution crisis. The performance matched Jones model (Kothari et al., 2005) is used to estimate the discretionary accruals.

Findings – After …


Branding Services In Mature Markets: Evidence From Egypt, Noha Bendary, Rasha Naggar Jan 2019

Branding Services In Mature Markets: Evidence From Egypt, Noha Bendary, Rasha Naggar

Business Administration

Branding of services is a challange due to services characteristics. It is even more challanging in mature markets. In mature markets, customers show low levels of brand loyalty, with minimum perceived differences among competing offers. All of these factors raise the complexity of branding services in mature highly competitive markets. This research provides guidance for branding services in such markets. To fulfill the research main aim, Aaker’s (1991) model of branding is extended to include variables of importance, as detected from literature, and confirmed by practitioners. Direct and indirect relationships are tested in the extended model to provide detailed guide …