دراسة إمبريقية لقياس دور الترويج عبر الإنترنت في تعزيز ولاء الزبون للعلامة التجارية حمود بوعلام

Abstract EN

This study aims to identify the role of online promotion in enhancing customer loyalty to the brand Hammoud Boualem for soft drinks, and to identify the role and relationship of awareness and satisfaction with the brand as intermediate variables modeling with structural equations was relied on to test the overall model of the study.

The study concluded, mainly the existence of a direct and indirect positive role and correlation between online promotion and brand loyalty