الإعلان كخيار استراتيجي للتأثير على سلوك المستهلك الجزائري تجاه علامة "حمود بوعلام" للمشروبات الغازية

Abstract EN

This study aims to focus on the crucial role of Advertisement as a mechanism that impacts consumer behaviour towards a local brand that is being fiercely challenged by foreign brands.

Taken for the case study was the Algerian brand “Hammoud Boualem”, whereby it has been concluded that Advertisement is accorded great importance within the company’s communication policy, for it plays a paramount role in its efforts to provide the brand with a competitive advantage reflecting the brand’s image and products in a way that influences the behavior of consumers and securing their loyalty.