Lacheheb Imene2025-05-192020https://dspace.esm-tlemcen.dz/handle/123456789/192The electronics sector in Algeria has made considerable progress and is growing year by year. With the increase in the offers available in the market, consumer behavior has changed dramatically, there is indeed a link between consumers and brands. By asking individuals about the brand of electronics OPPO we tried to understand the influence of this one on their purchase intention and after an analysis of the results we found that the brand image had a positive influence on purchasing decisions of individuals.frThesis