دراسة العلاقة بين الصورة الذهنية المدركة للعلامة التجارية Condor و ولاء المستهلك الجزائري لها

Abstract EN

This research aims to measure the relationship between perceived brand image and their consumer loyalty, based on the tangible and intangible components of the perceived brand image, and the frequent purchasing behavior, the positive attitude as major resources of consumer loyalty.

Accordingly, the current study attempts to measure the tangible and intangible components of the perceived brand image and how it may affect the consumers loyalty level.

A survey study was conducted by distributing a questionnaire on a convenient sample of 460 respondents, using Likert scale.

The main results show that there is a significant relationship between perceived brand image and their tangible and intangible components and the Algerian consumer loyalty.