أثر هوية العلامة التجارية على قيمتها لدى المستهلك وفق نموذج Keller

الملخص EN

: The aim of this study was to identify the impact of the Identity of Condor Brand on the Algerian's Consumer based Brand Equity, by focusing on the elements forming the Brand Identity as its most important components, and on brand awareness and brand image as the main sources of brand equity according to the Keller model.

To achieve the objectives of the study, the researchers collected the necessary information by designing a questionnaire form and distributing it to sample convenient of the current and potential Algerians consumers of the Condor brand in the 48 states, where the sample size was 246 out of 300, and in order to reach the target results we used a set of statistical methods, the most important in the analysis of variance ANOVA and simple linear regression analysis using SPSS program.

The results of the study showed that There is a statistically significant effect of the Identity of Condor Brand on the Algerian's Consumer based Brand Equity.

There are significant differences in Condor Brand equity from the Algerians consumer's perspective according to their gender and age, while there are no significant differences according to their come and education.