تأثير شخصية العلامة التجارية على القرار الشرائي للمستهلك –دراسة حالة علامة كوندور للإلكترونيات-

Abstract

The purpose of this study is to determine the impact of the brand personality on the consumer's purchasing decision, drawing on the Aaker scale to determine the perceived character of the Condor brand by the Algerian consumer. The questionnaire was used as an essential tool for data collection by distributing it to 300 consumers from different segments. The results of the study revealed that the dimensions of the character of the brand have a positive impact on the consumer's purchasing decision, and it became clear that Condor was able to deliver three dimensions: efficiency, complexity and rigidity. As far as the study model is concerned, it is proven in relation to the limits of our study.