Future University In Egypt (FUE)
Future University is one of most promising private universities in Egypt. Through excellence in teaching, research and service, Future University strives to provide a comprehensive, high-quality education that prepares our graduates to be future leaders.
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Altagamoa Al Khames, Main centre of town, end of 90th Street
New Cairo
Egypt

Naglaa Ramzy

Basic information

Name : Naglaa Ramzy
Title: Lecturer
Personal Info: Assistant Professor of Management at Faculty of Commerce & Business Administration

Education

Certificate Major University Year
PhD Business administration 2009
Masters Business administration 2004
Bachelor Business administration 1997

Teaching Experience

Name of Organization Position From Date To Date
Helwan University and University of Education, Ludwigsburg Germany Core staff- Marketing Coordinator 01/01/2010 01/01/2018
Helwan University Assistant Professor 01/01/1997 01/01/2018

Researches /Publications

EXPLORING IN-GAME ADVERTISING AND BRAND RECALL - 01/0

NAGLAA MOHAMED DIAA EMAM MAHMOUD RAMZY

Sireen Abdulhalim, Pansee Mashaly

01/06/2019

Digital gaming is increasingly recognized as one of the most important entertainment sectors worldwide, turning it into a promising medium for advertisers. Games are extremely engaging, interactive and challenging, as a result, it attracted advertisers who are seeking the attention of the customers through a nontraditional medium to convey their advertising messages. Along with this growth in digital games, there are several important contextual factors to consider in the selection and placement of the advertising messages in digital games. The objective of this research was to explore the effect of in-game advertising on brand recall processing. The quantitative approach was employed and a survey was distributed on 201 respondents applied on FIFA game players in Egypt. The results showed that in-game advertising has an effect on brand recall. Additionally, the position of the advertisement and time of appearance appear to be the most significant factor in affecting brand recall.

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Shedding the Light on Guerilla Marketing and Purchase Intention - 01/1

NAGLAA MOHAMED DIAA EMAM MAHMOUD RAMZY

01/11/2017

Marketers are seeking the attention of customers through eye-catching advertising messages as customers are becoming more interested of new unconventional advertising approaches. Guerrilla marketing is one unique way to achieve this need. Guerilla marketing is a flourishing marketing approach that uses unconventional methods for promoting goods and services. The study aims at examining the effect of guerrilla marketing on purchase intention as well as the effect of selected demographic variables in relation to purchase intention. Quantitative approach was used and a sample of 400 respondents was surveyed in Egypt. Simple linear regression, ANOVA and T-test were used to test the hypotheses. Results showed that advertisement creativity, emotional arousal, clarity, humor, and surprise have a positive effect on consumer purchase intention. Females were found to have a higher effect than males to purchase intention. Additionally, the research showed that there is no significant effect of age on consumer purchase intention.

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Awards

Award Donor Date
N.A N.A 2009
N.A N.A 2009

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