أبعاد قيمة العلامة التجارية لدى المستهلك المصري و تأثيرها على قيمة العلامة التجارية : دراسة تطبيقية على مستخدمي الهاتف المحمول بمحافظة دمياط

الملخص EN

The present study is addressed to the brand equity Where targeted is to Identify the dimensions based on mobile phone users and the extent of agreement between them on these dimensions and the extent of the difference between them on the brand equity according to demographic variables.

Also, the study focus on the interrelationship among brand equity dimensions and the impact of these dimensions on brand equity and determine which is the best effect.

For this reason our study was conducted on a sample of 384 single of mobile phone users (Nokia , Samsung, Sony and HTC) In Damietta Governorate.

The principal results that we have found are: First, agreement sample on the dimensions of the brand equity.

Secondly, the presence of significant difference between them on the brand equity according to demographic variables(Age, gender and educational level).

Thirdly, the presence of the positive interrelationship among brand equity dimensions.

Finally, the presence of positive significant effect of the brand equity dimensions on the brand equity.