أثر العلامة التجارية في تكوين علاقة عاطفية لدى المستهلك: دراسة حالة مؤسسة السلام اليكترونيكس (Star Light)‎ بولاية تبسة

الملخص EN

The brand plays an important role in the process of marketing and economic production because of its impact on the purchasing behavior of the consumer.

the economic organization, which made institutions adopt modern strategies to create and build a brand with a strong reputation that helps them dominate local markets and penetrate international markets, and that would influence the purchasing decisions of consumers and help them in the process of selecting and acquiring products that meet their needs and desires.

from this point of view, we conducted an applied study on the "star light" brand to highlight the role that this brand plays in influencing the purchasing decision of consumers, as well as highlighting the impact of the strong relationship between the consumer and the institution, by analyzing the results that were applied to a sample of consumers.