اختبار التأثير الوسيطي لكل من الرضا و الثقة في علاقة هوية العلامة التجارية بولاء المستهلك : دراسة إمبريقية باستخدام منهجية PLS لدى عينة من زبائن مؤسسة Condor للأجهزة الكهرومنزلية

الملخص EN

The current research aims to knowing the relationship between identity of trade mark and the consumer's loyalty among sample of consumers living in Saida.

Therefore, the objective of practical side of the research is an attempt to know the impact of the analysis of identity of trade mark and consumer's loyalty using the structural equations modeling (PLS approach).

The study, after statistical treatment using SmartPLS3 program had shown an indirect positive impact for identity of trade mark on consumer's loyalty to Stay by the existence of either satisfaction or trust as intermediate variable.