أثر الصورة الذهنية للعلامة التجارية على القيمة المدركة لها : دراسة مقارنة بين علامتي Condor و Samsung

الملخص EN

The objective of this study was to measure the impact of the mental image of the brand on its perceived value.

We defined the cognitive, emotional and sensory component as dimensions of the brand image.

After reviewing a number of previous studies related to the subject, and for clarify this impact, we measured the mental image of the Condor and Samsung brands for mobile phone products, and the impact of their respective components on their perceived value, then comparing them by measuring the impact of the image of each brand on their perceived value through collected data from distributed questionnaire on a sample of 675 actual and potential Algerian consumers of the two brands.

The results proved that there was a strong impact of the brand image on perceived value, especially the emotional component which had the greatest impact