أثر أبعاد قيمة العلامة التجارية في بناء الصورة الذهنية : دراسة تطبيقية على مستخدمي العلامات الرياضية العالمية في الجزائر

Abstract EN

This study aims to provide a model for building a mental image of the consumer through the dimensions of the brand value, where the study was applied to the market of international sports brands (clothing and shoes), which is competing between European brands and their American counterparts, for this purpose, we used the descriptive analytical method.

The study was applied to 300 users of sports brands in Algeria, the data were analyzed using SPSS program, the results showed that the sample clauses agreed on the importance of (brand name, brand recognition, brand perceived quality, brand relevance, brand loyalty) as dimensions of brand value.

This means that sports mark organizations need to focus on these five dimensions of value Brand when developing marketing strategies.