دور التسويق الإلكتروني في ترسيخ العلامة التجارية

Abstract

This study aims to highlight the relationship between e-marketing as an independent variable and brand consolidation as a dependent variable represented by its dimensions (cognitive, emotional and behavioral dimensions), by clarifying the extent to wish the elements of the e-marketing mix influence (product, price, distribution, website, design, privacy, information security and communities).default on building the knowledge of the customer, whish enables him to differentiate between the offers and services offered by the Algerian services offered by the Algerian People s Credit Bank in the Algerian market in order to better satisfy his needs, and thus continue to deal with him, which establishes its brand and services for him. In this, we relied on the descriptive approach to describe the characteristics of the studied sample, which amounted to 63 individuals, and analyzed their response using the method of simple linear regression analysis and one-way analysis of variance to test hypotheses of the study, the result of which showed a statistically signification effect between the study variable, the correlation coefficient and the coefficient of determination, and thus the existence of a relationship strong among the elements of the electronic marketing mix to establish the brand of the bank under study