أثر تطبيق ممارسات إدارة الجودة الشاملة في تحقيق الميزة التنافسية في شركات الاتصالات الأردنية

Abstract EN

This study aims to identify the effect of brand dimensions on purchasing behavior among customers of Noman Al Juneidi Food Industries in Ain Al Basha area in Amman.

A regular random sample of (384) customers was selected from the factory customers.

For the purpose of data collection, a questionnaire was designed and distributed to the study population.

Appropriate statistical methods were used to test the main hypothesis and the sub-hypotheses by adopting simple and multiple regression analysis.

The results show that there is a significant effect at (α≤0.05) of the brand's dimensions (the name of the brand, the value of the brand, the quality of the brand, the mark of the brand) on the purchasing behavior of customers of Numan Al Junaidi Food Industries.

And it turns out that the company's brand contributes to enhancing customer motivation in the final choice to buy its products, and that it plays an influential role in alerting customers to the presence of an unsaturated need and thus pushing them to buy their products, and this enhances the state of satisfaction after purchase.

She recommended emphasizing the importance of employing the dimensions that make up her brand as it affects purchasing behavior to become a primary means of advertising, and marketing of its products.