أثر مكونات صورة العلامة التجارية في ولاء الزبائن : دراسة ميدانية على عينة من زبائن العلامة سامسونج للهاتف النقال

الملخص EN

The study aims to identify the impact of the components of the brand image on the loyalty of customers of the brand "Samsung" for mobile phones.

To achieve this targit, the opinions of a sample of customers were surveyed, estimated at (85) respondents.

Its data analysis was based on: descriptive methods, analyze of variance.

One of the most important results of the study was the presence of a statistically significant effect for the components of the brand image and for all dimensions that consist of it, represented in the cognitive component, the emotional component and the behavioral component in customer loyalty.

One of the most important suggestions of the study is the need to maintain the positive image of the brand and build continuous relationships with customers in order to maintain its loyalty.