دور العلامة التجارية في تعزيز سمعة المنظمة التجارية : دراسة استطلاعية لآراء عينة من موظفي دار ابن الأثير للطباعة و النشر في جامعة الموصل

الملخص EN

The research aims to study the relationship and the impact of the brand in its dimensions (perceived price, perceived quality, perceived fame, perceived value, perceived customer trust), and the reputation of the commercial organization, because of its importance in defining the researched printing and publishing house and showing its printed products.

Raising two questions about the research problem, represented by the first, what is the nature of the relationship between the dimensions of the brand and the reputation of the organization in question? And second, what is the extent of the impact of the brand in its dimensions on the reputation of the organization in question? , and two basic hypotheses were formulated: There is a significant correlation between each dimension of the brand and the reputation of the commercial organization at the level of significance 0.05, as well as there is a significant effect of the brand on the reputation of the organization at the level of morality.

0.05, and the descriptive approach was used for analysis, and the research community consisting of (140) employees was selected at Ibn Al-Atheer for Printing and Publishing House at the University of Mosul, and a sample of (50) employees working in the fields of printing, publishing and distribution at the University of Mosul were selected.

Designing a questionnaire, and analyzing its paragraphs to test the research hypotheses using the SPSS program, and the research reached a number of conclusions, the most important of which were: The researched organization has a high degree of interest in the brand, through its endeavor to make its brand reflect the quality of its printing services provided to all University of Mosul institutions, And other institutions, and the research reached a number of recommendations, the most important of which were: The need to pay attention to the brand as it reflects the identity of the organization and its position among other organizations and the market.