تأثير أبعاد التسويق الريادي على الصورة الذهنية للعلامة التجارية

Abstract

This study aimed to examine the impact of entrepreneurial marketing dimensions on brand image by analyzing a sample of customers from the Numidia Travel and Tourism Agency in Guelma. To achieve this objective, an electronic questionnaire served as the primary tool for data collection and analysis. The questionnaire was distributed to a sample of 110 customers from the agency in Guelma. The responses were analyzed using SPSS software (version 27), which facilitated the description of the study sample and the testing of the proposed hypotheses. The findings revealed a statistically significant impact of entrepreneurial marketing dimensions on the brand image of the agency under investigation.