دراسة تأثير الرعاية الرياضية على اتجاهات المستهلك نحو العلامة التجارية : دراسة حالة مؤسسة موبيليس

Abstract EN

This study concluded that there is an impact of sports sponsorship‟s three dimensions -the event popularity, pioneers‟ participation and interaction, and the harmony between the sport event and the company‟s brand- on consumer attitudes towards the brand.

this impact is proved by the strong correlation between the two variables (r = 0,60), especially, the impact of the third dimension, the harmony between the sport event and the company‟s brand.

the results also showed that there is a trend towards sport in the Algerian society.