بلد منشأ العلامة و رضا العملاء و ولاء المستهلك للعلامة التجارية

Abstract EN

This study highlights the importance of the country-of-origin-image on the consumer’s loyalty and customer’s satisfaction.

Conducted as a field study on random consumers of sportswear by distributing an electronic questionnaire in the northwestern region of Algeria.

The factor analysis results in three variables.

They are the image of the organization and satisfaction and brand loyalty.

Similalry, the results of regression analysis was identical with previous three, and supports the positive impact of the country-of-origin-image on consumers’ brand loyalty for the development of brand strategy.

The study concludes wiith the positive impact of the country-of-origin-image of the products on consumer’s brand loyalty