مجلة الأصيل للبحوث الاقتصادية والإدارية
Volume 8, Numéro 1, Pages 73-92
2024-04-30

The Impact Of Brand Identity On New Products Adoption: A Field Study Of A Sample Of Consumers Of Electronic Product Brands



Authors : Hassani Abdelakrim .

Abstract

This study aims to examine the impact of brand identity on new products adoption in the electronic products market. To achieve the research objectives, the researcher used the descriptive analytical method appropriate for this type of researches. The data collection also relied on a questionnaire prepared for this purpose and distributed to a sample of 313 customers of electronic product brands in Algeria. The study reached a set of results, most notably that there is a statistically significant effect of brand identity on the adoption of new products. The study also found a statistically significant effect for all elements of brand identity (brand reputation, brand personality, brand performance, brand relationship) on new product adoption.

Keywords

brand identity ; brand reputation ; brand performance ; brand relationship ; new product adoption

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