أثر الاتجاهات نحو العلامة التجارية على القيمة المدركة لمنتجاتها : دراسة حالة علامة مؤسسة Condor بالجزائر

الملخص EN

This study aims to explore the potential usage of brand to differentiate products and to enhance its value, through conducting a survey study on a convenient sample of 1500 respondents from the Algerian consumers, targeting the Algerian brand Condor, and using the attitudes towards the brand as independent variable because it refers to a general evaluation of the brand.

The final results show that the brand is the main tool to differentiate the companies' offers and to increase their delivered value through their products.