أثر صورة العلامة على قرار تبني المستهلك لمنتجات توسعة العلامة الجديدة : حالة منتج حقيبة اليد مستحضرات التجميل Dior بولاية الاغواط

الملخص EN

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This study aims to identify the impact of brand image on the consumer's decision to adopt new stretching products “handbags” by “DIOR” company in the wilaya of laghouat, as it plays a significant role in consumers' attitudes and behaviours orientation towards the decision of adoption or refusal of products.

In order to achieve the aims of this paper, we have conceived a questionnaire which has been given out to simple chosen randomly made of 60 person and studied by means of the statistical program “SPSS V21” so as to analyze the information.

This study showed that there is a statistically significant effect between the brand image the adoption of the sample data the new brand stretching product DIOR, "handbags.

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