تأثير شخصية العلامة التجارية على سلوك المستهلك دراسة ميدانية على زبائن العلامة التجارية موبيليس _ولاية تندوف_

Abstract

The study dealt with the topic of the impact of brand personality on consumer behavior, Its study is to reach a deeper understanding of consumers' perceptions and their trends regarding the brand, this study aims to demonstrate the extent to which the character of the brand in its five dimensions influences the intention to buy, We conducted a questionnaire on a sample of 122 consumers from Tindouf province. We used the descriptive analytical approach to describe the study sample and analyze the obtained results. The results of data analysis by using the statistical analysis software SPSS version 23 confirmed that the dimensions of the brand's personality affect positively the intention to purchase.