تأثير استخدام مفهوم العلاقات العامة التسويقية على القيمة المعنوية للمنتج : دراسة على عملاء شركات الألبان العاملة في السعودية

الملخص EN

This study aimed at diagnosing the Impact of applying Marketing Public Relations MPR in diary companies working in Saudi Arabia, on the brand Equity in their Customer’s Minds, and determining the statistical differences in applying the MPR according to market share and scope of work.

The study population consisted of all Saudi and non-Saudi customers estimated at 8.06 Million in 2016.

The cluster random sample has been selected from the Residents in Riyadh city, which is 385 elements.

The study showed that there is a strong positive statistical impact of applying the MPR on the brand equity of diary companies in Customer’s minds, and also it is showed that there are a statistical differences in applying the MPR according to market share and scope of work.

These differences tend to the high market share and international diary companies working in Saudi Arabia.

Finally, the study recommended a set of suggestions that enhance using the MPR in the diary companies in particular, and in all Saudi businesses in general.