Please use this identifier to cite or link to this item: http://dspace.iua.edu.sd/handle/123456789/5684
Title: (LG)العلامـة التجاريـة ودورها فـي رضـا المستهـلك: بالتطبيق على شركة للأجهزة الكهربائية في الفترة من 2014- 2019م
Authors: نمارق جمال أحمد المرضي
Keywords: العلامة التجارية
رضا المستهلك
Issue Date: 2020
Publisher: جامعة إفريقيا العالمية
Citation: جامعة إفريقيا العالمية- عمادة الدراسات العليا- كلية العلوم الإدارية - قسم إدارة الأعمال
Abstract: This research dealt with the trademark and its impact on consumer satisfaction (application to LG for electrical appliances period: 2014 - 2019). The aim of the research is to identify the brand's shape and its impact on consumer satisfaction. As well as showing the effect of the brand's attractiveness on consumer satisfaction (behavior), as well as clarifying the impact of the brand's history on consumer satisfaction. The research followed the descriptive analytical method and the questionnaire method in collecting study data. The research reached a number of results, the most important of which is that there is a statistically significant relationship between the company's brand shape and consumer satisfaction. There is also a statistically significant relationship between the company's brand attractiveness and consumer satisfaction, as well as a statistically significant relationship between the company's brand attractiveness and consumer satisfaction, and also that there is a statistically significant relationship between the company's brand reputation and consumer satisfaction. The research came out with a number of recommendations, the most important of which is focusing on the commercial relationship as one of the most important sources of excellence in the organization and in the minds of consumers, which can be one of the most important intangible assets, as well as attention to brand factors as they play a major role in making the purchase decision for the consumer, And also the use of social networks such as (Facebook, Twitter), and others to increase knowledge about the brand.
URI: http://dspace.iua.edu.sd/handle/123456789/5684
Appears in Collections:أطروحات الماجستير

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