العلامة التجارية وأثر أبعادها على المستهلك: دراسة ميدانية على عينة من مستهلكي أجهزة الحاسوب المحمول بولاية سكيكدة

الملخص EN

This study aims to identify the most important dimensions of the brand represented by (perceived quality of the brand, advertising, brand reputation, and the reputation of the brand’s country of origin), and its impact on the decision to purchase a laptop computer in the state of Skikda.

relying on the descriptive approach to define the variables of the study, and the statistical approach, using a questionnaire distributed to a random sample of 251 consumers, and the data was analyzed using the simple and multiple linear regression method based on (SPSS 21).

the results of the study showed that the consumer's decision to purchase a laptop is affected mainly and positively by the dimensions of perceived quality of the brand and the reputation of the country of origin.