أثر الصورة الذهنية للعلامة على نية شراء المستهلك الجزائري للأجهزة الكهرومنزلية

Abstract EN

The main objective of this study is to determine the impact of the brand image on consumers’ intention to buy household products and to achieve the objectives of the study and test the hypothesis, a sample of 313 respondents, has been taken based on a random sample.

Results show that compared with other factors, the brand image is a key element on consumer intention to buy household products.

Results also indicated that there is a significant statistical relationship between the impact of the brand image and the consumers’ intention to buy household products.