تأثير صورة العلامة التجارية على السلوك الشرائي للمستهلك النهائي : دراسة حالة العلامة التجارية نقاوس للمشروبات

الملخص EN

This research aims to know the extent of consumer awareness of the brand image Ngous and its impact on his purchasing decision, as a questionnaire was distributed to a random sample consisting of 100 individuals, and the data was collected and analyzed using the spss19 program, and the results of the research indicated that there is a clear impact of the brand image We talk about the purchasing decision of the final consumer, as the quality, characteristics and prices of its products and the attractiveness of its advertisements affect the purchasing decision of the consumer, and customers' evaluation of the perceived value of the brand Ngous was positive.