L’impact de la communication digitale sur l’image de marque Cas d’étude : L’entreprise nationale des peintures ENAP.

Abstract

The present study aims to examine the existing relationship between digital communication and its dimensions, namely online presence, reputation, and brand image within the national paint company ENAP. To achieve this, we opted for a quantitative study in the form of a survey conducted on a randomly selected sample. The study's results highlight a positive relationship between ENAP's adoption of digital communication and its brand image. In other words, the online presence and reputation of this company significantly contribute to the improvement of its brand image. Therefore, it is necessary to exert more effort to strengthen this image.