مجلة أداء المؤسسات الجزائرية
Volume 5, Numéro 2, Pages 67-82
2016-12-17
أثر رعاية الأحداث على قيمة العلامة التجارية لمؤسسة اتصالات الهاتف النقال "أوريدو" من منظور المستهلك
الكاتب : خالدي نعيمة . مزريق عاشور .
الملخص
This study aims to measure the effect of event sponsoring on the brand value of telecommunication company “Oredoo” from the consumer’s perspective. Oredoo is one of the most active companies in the Algerian market and a pioneer in the event sponsoring field. This study also tests the significance of the differences in the event sponsoring dimensions and the brand value of Oredoo from the consumer’s perspective between the different gender, age and education using the analytical descriptive methodology as it is the most convenient methodology for this type of studies. This study conclude a significant effect of the sponsoring strategy on the brand value from the consumer’s perspective, which can be explained by the strong correlation between the two variables (r= 0.72).
الكلمات المفتاحية
Event sponsoring strategy, tendency towards the event, participation and interaction of the pioneers, the event’s convenience to the brand, the brand value
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