أثر الوعي بأخلاقيات الاتصالات التسويقية على الصورة الذهنية للعلامة التجارية لشركة كوندور : دراسة عينة من المستهلكين من ولاية الشلف

الملخص EN

The aim of this study is to determine the strength and style of the relationship between the ethics of marketing communication and the mental image of the brand of Condor Algeria.

Therefore, we discussed an analytical study of the importance of adhering to the ethics of marketing communication including advertising, personal sales, sales promotion and public relations.

The mental image of the brand in the dimension of behavioral, cognitive and emotional, and reach through that that marketing communication is an important factor in influencing the mental image of the brand, especially from the introduction of the knowledge dimension, and to strengthen Theoretical results We conducted a field study on a sample of consumers from the state of Chlef, which included 110 individuals distributed by age, sex, educational level, and relying on the electronic questionnaire and users of the statistical package for social sciences (spss).

The study confirmed the existence of a strong linear correlation between the ethics of marketing communication and image The brand's mind, which confirms that the company can improve the mental image of its brand based on the commitment to the ethics of marketing communications.