الدور الوسيط للثقة بالعلامة في العلاقة بين أصالة العلامة والولاء للعلامة: دراسة استطلاعية على زبائن شركة بغداد للمشروبات الغازية
الكلمات المفتاحية:
أصالة العلامة، الثقة بالعلامة، الولاء للعلامة، الاستمرارية، النزاهة، الأصالة، المصداقيةالملخص
تهدف هذه الدراسة إلى معرفة طبيعة العلاقة بين متغيرات البحث الثلاثة وهي "أصالة العلامة" و"الثقة بالعلامة" و"الولاء للعلامة". بالإضافة إلى معرفة دور "الثقة بالعلامة" كمتغير يتوسط العلاقة بين "أصالة العلامة" و"الولاء للعلامة". وقد تم اختبار هذه العلاقات من خلال استطلاع تم إجراؤه باستخدام استبانة إلكترونية تم نشرها في وسائل التواصل الاجتماعي تستهدف زبائن شركة بغداد للمشروبات الغازية. وقد بلغ عدد المستجيبين للاستبانة (236) مشاهدة. وقد تم استخدام برنامجي SPSS V.23 وAMOS V.23 لتحليل البيانات إحصائيًا. وقد توصلت الدراسة إلى مجموعة من الاستنتاجات كان أهمها هو وجود دور معنوي إيجابي لـ "الثقة بالعلامة" كمتغير يتوسط العلاقة بين "أصالة العلامة" و"الولاء للعلامة".
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