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Le Pays D'origine de la Marque et L'attitude du Consommateur Local
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Le Pays D'origine de la Marque et L'attitude du Consommateur Local
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Journal Article
Le Pays D'origine de la Marque et L'attitude du Consommateur Local
2019
Overview
The purpose of this study is to determine the impact of the brand on the local consumer's attitude formation, which conducts to a positive behaviour. To do this, a model has been adapted on Algerian automotive lubricants sector. In order to achieve the objectives of the study and testing the hypotheses, we designed a questionnaire to collect the preliminary data of the study and to analyse them. We chose a convenience sample of 220 individuals, and the return rate was 93%. The measurement scales were adapted from previous studies to confirm the appropriate questions for each variable in the study. As a result, it has been found that the standardization character of NAFTAL and local dimension have a positive influence on the country of origin perception which have in turn impact on attitudes.
Publisher
جامعة حسيبة بن بو علي بالشلف - مخبر العولمة واقتصاديات شمال إفريقيا
Subject
