أثر الكلمة المنطوقة على النفور من العلامة التجارية : "بالتطبيق على عملاء سوق السيارات في محافظة الدقهلية"

الملخص EN

The aim of this research is to study the impact of word-of-mouth(wom) and its dimensions, which are divided into (the reliability of wom, the sensitivity of the wom, the source of the wom, the frequency of the wom) on brand avoidance and its dimensions which divided also into four dimensions (aversion related to previous experience, aversion associated with advertising, aversion associated with the identity of the customer, aversion.

To meet this goal, a survey list was designed for a sample of 384 customers of auto market inDakahlia Governorate pooling the answers and analyzed statistically with (SPSS).

The results also showed a significant effect of the dimensions of (wom) on the aversion to the brand associated with the advertisement, as the frequency of (wom) was the most influential dimension of (wom), followed by the source (wom), then the reliability of (wom), and finally the sensitivity of (wom).