العلامة التجارية و أثرها على انطباعات المستهلكين و اتخاذ القرار الشرائي

الملخص EN

The study aimed at identifying the effect of Brand on consumer’s perceptions and purchase decision-making using the analytical descriptive approach.

The population of this study consisted of customers of international brands famous stores in Jordan, while the sample population consisted of (85) members out of (100) which were Valid for statistical analysis.

The data was collected randomly by means of a questionnaire, which was developed for this purpose.

The statistical analysis using (SPSS) version (22) of the social sciences package was used to analyse the data along with; frequencies, averages and standard deviations.

The study concluded that there is a statistically significant effect of the characteristics of the brand, brand’s design and brand’s symbol and on consumer perceptions and his/her purchasing decisionmaking.

Accordingly the study recommended that companies and brans shops should pay more attention to brand’s and customer’s care and their drivers of purchasing behavior, especially in the target market of each company, in order to gain the full satisfaction of the needs and desires of consumers, and so that companies can achieve the spread and effectiveness and success.

Brands must also check the full credibility of their advertisements and avoid misleading and deceiving of consumers.