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Register a new userThe effect of the mental image of the brand on the consumer trends According to the post (cognitive and behavioral) "A survey on the brands of sport clothes in Lattakia province"
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Tishreen University مقالة
Publication date
2017
fields
Economy
and research's language is
العربية
Created by
امانة التحرير مجلة جامعة تشرين
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This study aimed to identify the mental image of the brand and the concept and definition of the concept of consumer trends, and aims to analyze the impact of the mental image of the brand on the consumer trends and according to the post-cognitive and behavioral. To achieve this, the researcher to identify and study the dimensions of mental image and its impact on consumer trends, through a survey on the brands of sport clothes in Lattakia province, and ensure that the research community on all consumers of sports apparel in Lattakia province will be selected sample based on the standard error of the percentage equation that 95% confidence coefficient In the case that the percentage of search terms a society in which the property is available measurement = 50% shop and return to the statistical tables showing that the appropriate sample size = 384 single and the researcher distributed 520 questionnaires were recovered 500 questionnaires were 480 valid study. The researcher found the presence of a statistically significant effect between the mental image of the brand, according to the post (cognitive - behavioral) and consumer trends toward brands of sport clothes in Lattakia province. The researcher presented through this study, a set of proposals and recommendations that are expected to help brand owners to enhance consumer confidence and business Baalamthm build positive attitudes towards it.
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Research summary
هدفت هذه الدراسة إلى التعرف على الصورة الذهنية للعلامة التجارية وتأثيرها على اتجاهات المستهلكين وفقاً للبعد المعرفي والسلوكي. تم إجراء دراسة مسحية على العلامات التجارية للملابس الرياضية في محافظة اللاذقية، حيث شملت عينة البحث 480 استبياناً صالحاً للدراسة من أصل 520 استبياناً موزعاً. أظهرت النتائج وجود تأثير ذو دلالة إحصائية بين الصورة الذهنية للعلامة التجارية واتجاهات المستهلكين نحو العلامات التجارية للملابس الرياضية. قدمت الباحثة مجموعة من التوصيات لتعزيز ثقة المستهلكين بالعلامات التجارية وبناء اتجاهات إيجابية نحوها، مثل التركيز على مشاركة المستهلكين في تحديد الأهداف واتخاذ القرارات المتعلقة بالعلامة التجارية. كما أوصت بضرورة دراسة الصورة الذهنية للعلامات التجارية واتخاذ السياسات المناسبة لتحسينها.
Critical review
دراسة نقدية: تعتبر هذه الدراسة من الدراسات المهمة في مجال التسويق، حيث تسلط الضوء على تأثير الصورة الذهنية للعلامة التجارية على اتجاهات المستهلكين. ومع ذلك، يمكن أن تكون هناك بعض النقاط التي تحتاج إلى تحسين. على سبيل المثال، قد يكون من الأفضل توسيع نطاق الدراسة ليشمل مناطق أخرى خارج محافظة اللاذقية للحصول على نتائج أكثر شمولية. كما يمكن أن تكون هناك حاجة لمزيد من التحليل العميق للعوامل التي تؤثر على الصورة الذهنية للعلامة التجارية، مثل الجودة المدركة والقيمة المدركة. بالإضافة إلى ذلك، يمكن أن تكون هناك حاجة لمزيد من الدراسات التي تتناول تأثير الصورة الذهنية على سلوكيات الشراء الفعلية وليس فقط على الاتجاهات.
Questions related to the research
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ما هو الهدف الرئيسي من الدراسة؟
الهدف الرئيسي من الدراسة هو التعرف على الصورة الذهنية للعلامة التجارية وتأثيرها على اتجاهات المستهلكين وفقاً للبعد المعرفي والسلوكي.
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ما هي العينة المستخدمة في الدراسة؟
شملت عينة الدراسة 480 استبياناً صالحاً من أصل 520 استبياناً موزعاً على مستهلكي الملابس الرياضية في محافظة اللاذقية.
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ما هي النتائج الرئيسية التي توصلت إليها الدراسة؟
أظهرت الدراسة وجود تأثير ذو دلالة إحصائية بين الصورة الذهنية للعلامة التجارية واتجاهات المستهلكين نحو العلامات التجارية للملابس الرياضية.
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ما هي التوصيات التي قدمتها الدراسة؟
أوصت الدراسة بضرورة مشاركة المستهلكين في تحديد الأهداف واتخاذ القرارات المتعلقة بالعلامة التجارية، ودراسة الصورة الذهنية واتخاذ السياسات المناسبة لتحسينها.
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