دراسة تأثير الرعاية التلفزيونية على تحسين صورة العلامة التجارية من منظور المستهلكين وفق مقاربة (التعرف على العلامة، الارتباطات الذهنية للعلامة)‎: دراسة حالة مؤسسة كوندور

الملخص EN

The study aimed to measure the impact of television sponsorship on improving the brand's image and to identify the reality of this through a field study that included a sample of Condor consumers, given that sponsorship in recent times is no longer treated as a form of social behavior for organizations, but as a marketing method that they follow to influence the its clients.

On the grounds that condor is an Algerian institution that seeks to increase its market share and improve its brand image in light of the intense competition in the electronics and home appliances sector.

The current study concluded that there is a weak direct relationship to the effect of television sponsorship and improving the image of the brand under study from the perspective of brand recognition and the mental associations of the brand.