مجلة الدراسات المالية والمحاسبية والإدارية
Volume 5, Numéro 2, Pages 436-461
2018-12-31
The Impact Of The Advertising Display On The Brand Image
Authors : Bentoumi Imene . Gaidi Khemissi .
Abstract
In a competitive market, the company must stand out and be visible to the consumer, not only but it must attract his attention using different marketing strategies and several advertising tools, one of these tools is known as the advertising display, a technique which serves the company in promoting both its brand and its products . It also helps in creating and developing the company’s brand image, an objective that every company hopes to achieve in order to make its name lasts even more than its product. A strong brand image also increases the sales and creates a relationship between the consumer and the brand which leads to the customer loyalty. So, through our research we aimed to show the impact of the advertising display on the brand image by answering the following question: how does the advertising display contribute in strengthening company’s brand image? And we took the local brand CONDOR as a study case. We tryed to discuss and answer this question by using a quantitative study based on the results of a survey addressed to the algerian consumer. In addition to the study case, we presented a theoretical study that explains the fundamentals of the advertising display and the brand image. As a result, we find that advertising display is unique advertising technique which attracts consumer’s attention to the product and increase company’s brand awarness.
Keywords
Communication, advertising display, brand, brand image, brand awareness.
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