تأثير الكلمة المنطوقة الإلكترونية على قيمة العلامة التجارية عند العملاء الجزائريين بناء على ثقتهم بها : دراسة حالة علامة هواوي للهواتف الذكية

Abstract EN

This study aims at measuring the effect of the electronic word of mouth on the brand equity of the Huawei smartphone with the trust of Algerian customers in this brand as a median variable, as we measured and compared the different direct effects and indirect effects between the three study variables.

The data were collected through distributing a questionnaire for a sample of 390 Algerian customers for Huawei smartphones through different regions of the country.

The results of the study proved that the electronic word of mouth has a strong effect on the brand equity of the Huawei smartphone among Algerian customers, while the influence of Algerian customers' trust in the Huawei brand for smartphones was stronger on its equity.