أثر الرضا و الجودة و القيمة المدركة للعلامة التجارية على ولاء المستهلك الجزائري : دراسة ميدانية لمستهلكي العلامة Venus

الملخص EN

This article aims to study the factors that affect the consumer loyalty to the brand, namely, the quality, perceived value of the brand and consumer satisfaction.

To do this, we decided to divide this article into three sections.

In the first section, we learned about the different concepts related to the brand and the factors which affects the loyalty to it, and it is three components which are quality, value and satisfaction, and then we devoted a second part showing the relationships between these factors to show the impact of each variable on consumer loyalty to the brand, and finally we included a third part to verify the In the field of the theoretical model in the research, by distributing a questionnaire to consumers of the brand Venus and analyzing the results obtained by the statistical program SPSS.