محددات شراء العلامة التجارية الموسعة وأثرها في صورة العلامة التجارية الأم: دراسة ميدانية

الموضوعات

إدارة

روابط وملفات

التعريف والنوع

رقم الوثيقة

041bd82a-bd82-48d1-84a1-37bd8cac0df9

رقم العقد

0

نوع الوسائط

Crawler

نوع المحتوى

الرسائل العلمية

صيغة المصدر

رسائل دكتوراة

نوع الملف

pdf text

أسماء الملفات

1957489_1.pdf

بيانات النشر

ترجمة العنوان

The Determiners of Brand Extension Purchase and its Effect on Parent Brand Image: Field Study

ألقاب المؤلفين

[{"name_ar":"سليمان علي","title_ar":"اشراف","title_en":"Supervision"},{"name_ar":"علا صهيب الشيخ سعيد ","title_ar":"اعداد","title_en":"Preparation"}]

اللغة

Arabic

المصدر والدورية

اسم المصدر

محددات شراء العلامة التجارية الموسعة وأثرها في صورة العلامة التجارية الأم: دراسة ميدانية

المحتوى والصفحات

عدد الصفحات

219

ترجمة الملخص

The study aims to investigate the influencing factors on the extended brand of parent brands after extension, through doing a field study in Aleppo city, and choosing Samsung brand as brand to apply study.The Questionnaire method was used as previous studies, the 400 Questionnaire was distributed on purposive sample, and the whole valid answers were 336, the form was divided into three section, the first section contains the demographics variable.The second section aimed to measure (brand familiarity, brand reputation, brand consumer experience) by asking question about brand in general without suggesting the idea of the extended product.In the third Section, the extended brand was suggested to the questionnaires (the Samsung Smart Bag) .The other factors has been measured which is the questionnaires perception of existence of consistency of the image between the parent brand and the extended brand and the attituded towards the image between the parent brand and the extended brand after the extension.The study concluded that there is an impact for each of(brand familiarity, brand reputation, brand consumer experience, consistency in category and image ) in the image of the parent brand with the existent of big impact on consistency in category and image, in addition to the impact of intermediate variable(attituded towards the extendable brand ) in the relation between the independent and dependent variables As for the results of the measurement of differences according to demographic variables, the study found that there was no significant differences in brand familiarity among sample members by type, educational level,but significant differences according to their age,there were no significant differences in the toward extended brand according (gender, educational level) there is differences according to age and significant difference in( brand familiarity, brand reputation, brand consumer experience, consistency in category and image ) after extension according to demographic variables

كلمات الباحثين

attitude toward extension, Brand extension, Brand Familiarity, Brand Reputation, Brand, category Fit, consumer Experte, Image fit, Parent Brand, ألفة العلامة التجارية, الاتجاهات نحو العلامة التجارية الموسع, الاتساق في الصورة, الاتساق في الفئة, العلامة التجارية الأم, العلامة التجارية الموسعة, توسع العلامة التجارية, خبرة المستهلك بالعلامة التجارية, سمعة العلامة التجارية

إشراف وإعداد

الإشراف

سليمان علي

الإعداد

علا صهيب الشيخ سعيد

الاقتباسات الببليوغرافية