اثر الاعلان على تحقيق الولاء للعلامة التجارية

Abstract

This study aimed to investigate the effect that advertising by its three elements tackled in the study, such as advertising message; advertising media; the helping factors, has on customers’ Brand Loyalty with the existence of customers’ Brand Satisfaction as a mediated variable. After viewing the different theoretical concepts pertaining to the subject and statitically data anlysis, through various suitable tests depending on SPSS22 and AMOS22, and by the application on a sample comprised of 110 Condor Brand customers in M’sila, the study resulted in a significant impact of advertising on Condor Brand Loyalty according to the study sample's views. This is due to the effect of advertising message with Condor Brand satisfaction, which created some deep commitment associations towards Condor Brand to the extent of not changing the Brand.