دراسة تأثير تغيير العلامة التجارية للجزيرة الرياضية إلى beIN SPORTS على اتجاهات المستهلكين الجزائريين نحوها

Abstract EN

This study aims to identify the impact of changing the brand of the sport channel ALJAZEERA ARRIYADIA to beIN SPORTS on the Algerian consumer's attitudes towards it basing on the three dimensions of attitudes (cognitive, Affective, and behavioral).

To realize this objective a field survey was conducted to collect data from the study sample by distributing a questionnaire using a convenient sample on 570 respondents.

The study used many statistical methods in order to test the research hypotheses.

Accordingly, the main Finding of the current study was: there are no significant differences between the Algerian consumer attitudes toward the new brand of the sport channel beINSPORTS attributed to their demographic characteristics.

Whereas there is statistical significant relationship between changing the brand of this sport channel to beIN SPORTS and the Algerians consumer's attitudes toward it