الاستراتيجية التسويقية من خلال تحليل علاقة المستهلك مع هوية العلامة التجارية : دراسة قياسية بمؤسسة شبكة Oredoo بتلمسان

Abstract EN

This study aims at highlighting the importance of a recent approach that deals with the relationship between the consumer and the brand, incorporating both variables of social identity that are consistent to identity and brand identification, into the framework of traditional variables such as perceived value, satisfaction and trust to achieve this Loyalty.

Thus, after a short review of literature, we shall present the results of an empirical study conducted among a sample of 360 representative respondents of the wilaya of Tlemcen (Algeria).

Exploratory and confirmatory analyses that have been undertaken attest of the reliability and validity of the measurement scale.

Most of the results that stem from the use of the structural equation modeling confirm the hypotheses proposed through the positive impact of these variables on customer brand loyalty.