أثر رأسمال المركز التجاري القائم على المتسوق على ولاء الزبون : دراسة تطبيقية للمراكز التجارية في ولاية قسنطينة

الملخص EN

Nowadays brands are companies' most valuable assets, they create value for both customers and company, this value represents what is known as brand equity.

The higher brand equity is the higher customers loyalty is and their willingness to pay a premium price for the brand.

The concept of brand equity extends to include the equity associated with malls especially with the fast spreading of these malls.

This study aims to investigate the impact of Shopper-Based mall equity on shoppers' loyalty in Constantine.

Results showed that there is a statistically significant effect of the overall mall equity on customer's mall loyalty.