تأثير الصورة بلد منشأ الماركات التجارية الإسلامية على نية الشراء : حالة البوركيني

الملخص EN

The aims of this research is to study the Algerians consumers attitude towards the country of origin of Islamic brands, and to analyze the impact of the country of origin image of Islamic branding image on purchase intention of Algerian consumers of imported Burkini as a consumer Muslim, as the country of origin branding of the most important indicators used by the Muslim consumer when making purchasing decision.

to achieve the objectives of the study questionnaire was distributed a sample of the Algerian consumer is made up of 350 individuals.

results showed that the Algerian consumer has a significant interest in Islamic brands for Burkini imported and country of origin, due to the impact of country origin image and Islamic brands on purchase intention of the Algerian consumer.