دور التسويق اللمسي في تطوير رأسمال العلامة التجارية : دراسة ميدانية لعينة من مستهلكي خدمات شركة الخطوط الجوية الجزائرية

الملخص EN

This study aims to define the role of haptic marketing in developing the capital of the brand of Algerian Airlines from the viewpoint of its service consumers.

In order to achieve the objectives of the study, a questionnaire was designed and distributed to the study sample of 384 individuals, and was analyzed by the spss program.

The results of the study showed that there is a statistically significant effect at the 5% level of significance of haptic marketing in developing the brand's capital through its four assets, which are the perceived quality of the brand, brand awareness, brand loyalty and the mental connections of the brand of Algerian Airlines.

On this basis, through the results a set of recommendations was presented