Customer engagement according to the relationship between the green brand and marketing enrichment strategies

Abstract

The aim of the research is to test the effect of customer engagement in marketing enrichment strategies through the mediating role of the green brand in the Baghdad Soft Drinks Company, which is one of the discreet industrial companies listed on the Iraqi stock market. As well as the interest in applying the research variables in one of the most important industrial companies operating in the Iraqi private industrial sector. As the company and some of its sales centers spread across the Baghdad governorate were selected as a field of application, and a random sample consisting of (215) people from the company and its sales centers was chosen, and the questionnaire tool was adopted as a data acquisition tool that was prepared based on some of the ready-made measures After being subjected by the researcher to validity and reliability tests, the research also included the use of the ready-made statistical program (SPSS v22) in entering and analyzing research data, and (AMOS V.23) to determine the paths of regression of the relationship between the dimensions of the research. The research reached a set of conclusions confirmed by the validity of the hypotheses. The most important of which was the presence of a positive relationship and a significant effect of the customer's involvement in marketing enrichment strategies, which increases significantly through the mediation of the green brand.