مجلة أداء المؤسسات الجزائرية
Volume 5, Numéro 1, Pages 43-60
2016-07-05
تحسين التموقع التنافسي للعلامات التجارية الجزائرية من منظور تذكر العلامة نموذج مقترح بالتطبيق على سوق الأجبان
الكاتب : عرايبي الحاج مداح . مكي هشام .
الملخص
The study aims to find a model for improving the competitive positioning of the Algerian brands through improving brand recall by consumers during the purchase. The study has been applied on the cheese market, which knows a competition with the Algerian and foreign brands. The study sample consists of 295 consumers from the Algerian society. The results were analyzed using the SPSS.19 Program. Based on the results of the current study and previous studies, we have developed a model based on four dimensions through which the Algerian brands are transmitted from the unaware of the brand towards the spontaneous recall of it during the purchase.
الكلمات المفتاحية
competitive positioning, Algerian brand, brand recall, cheese market, buying decision.
مقالات مماثلة
بوترعة شمامة
.
ص 962-980.
حساني عبد الكريم
.
ص 1-29.
خرشي إسحاق
.
فلاق محمد
.
ص 179-198.
رحراح عبدالقادر
.
شطيبة زينب
.
ص 615-631.
طهار ناصر
.
فلاق محمد
.
ص 569-590.
