أثر قيمة العلامة التجارية على نية شراء المستهلك للمنتجات الكهرومنزلية بولاية ميلة

Abstract

The study aimed to highlight the importance of applying the dimensions of awareness, perceived quality, mental associations, loyalty, on the consumer's purchase intention in economic institutions. (SPSS) and a set of statistical methods such as Pearson's correlation coefficient, arithmetic mean and simple regression model. The thesis reached a set of results, the most important of which are:  The study concluded that there is a positive impact relationship between the value of the brand and the consumer's purchase intention, with a value of 0.724, which indicates that the correlation has a direct relationship between the two variables. It recommended satisfaction.  Tthe need to pay attention to the dimensions of brand value (awareness, Perceived quality, mental associations, loyalty), as these four dimensions play a fundamental role in the customer's purchasing decision and thus influence his.