مجلة إيليزا للبحوث والدراسات
Volume 3, Numéro 1, Pages 650-663
2018-12-15
Authors : Souad Djedi .
Branding has become in a few years the priority of any firm looking for success and sustainability. Brands have become very important for the company as well as the consumers, since they achieve several functions including, amongst other, the function of product identification through the Brand name. This paper tries to highlight the effect of brand name suggestiveness on how consumers can perceive and judge a Brand and the product behind it, and how do they consider purchasing options based merely on the Brand name. Results have shown a high level of interpretation and perception of brand name according to the meaningfulness of the chosen name.
Brand; brand suggestiveness; brand name, perception, purchase intentions.
بوسالم أحلام
.
عابد يوسف
.
ص 117-132.
Yahia Zeghoudi
.
pages 74-88.
Abdelhak Soumia
.
Graa Amel
.
pages 1397-1412.
فاطيمة الزهراء ابن سيرود
.
فيصل توامي
.
ص 40-54.
Gouacem Narimane
.
Attallah Lahcen
.
pages 884-903.