تأثير تجربة العلامة التجارية وصورتها على النوايا الشرائية بوساطة الثقة في العلامة التجارية: دراسة ميدانية على عينة من مستهلكي الهواتف الذكية

الملخص EN

The aim of this study is to examine the role of brand trust as a mediator in the relationship between brand experience and brand image on purchase intentions.

to realize this objective, the study conducted on a sample of 241 Algerian consumers of smart phone brands who completed an online questionnaire.

the data analyzed using the partial least square-structural equation modeling (PLS-SEM) method, by using SmartPls 3.0 and SPSS v.

20 programs.

the results of this study indicate that brand trust has the mediating effect on the relationships between brand experience and purchase intention (partial mediation), brand trust has the mediating effect on the relationships between brand image and purchase intention (partial mediation).