دور الارتباط بالعلامة التجارية في الحفاظ على العلاقة بين المستهلك و العلامة أثناء الأزمات التسويقية : دراسة حالة أزمة جازي- فيمبلكوم الجزائر

الملخص EN

The aim of this study - conducted on a sample of mobile phone operator Djezzy's customerswas to define the role that brand attachment can play in preserving the consumer brand relationship in times of crisis.

The empirical study demonstrated the crucial role played by the brand attachment of this operator's customers in the preservation of the brand-consumer relationship during the crisis that affected the operator Djezzy in 2016 due to Charges against the Russian partner-VimpelCom- to finance settlement operations in the Palestinian territorie.