دراسة أبعاد العلامة التجارية على تسويق الخدمة للمستهلك الجزائري : دراسة حالة المتعامل جازي Djezzy

Abstract EN

The study aims to test the impact of the brand on marketing the service to the Algerian consumer.

We have used several previous studies to choose the study variables.

The study population was represented in the customers and customers of the Djezzy mobile phone customer in the state of Algeria.

A random sample of 60 questionnaires were taken that were valid for statistical analysis and hypothesis testing using the (SPSS V.

26) program.

The study found that the most important features of the Djezzy brand in consumer perception are the name, form and nature of the organization's business (0.

667) and not its scientific reputation and the form of its advertisements (0.

490), and the factors affecting the image of the Jazzy brand in the consumer's perception are a quality internet service.

High (0.

684) and new, attractive and attractive offers to consumers (0.

611).

The results also showed that there is a statistically significant effect of the brand on marketing the product according to consumer perceptions.