دور صورة العلامة التجارية لمؤسسات التوزيع الدولية في تحقيق الفعالية التسويقية دراسة حالة كارفور الجزائر

Abstract

The Role of Brand Image in Achieving Marketing Effectiveness, A Case Study of Carrefour in Algeria This study aimed to determine the role of brand images in achieving marketing effectiveness for the international distribution institution Carrefour in Algeria. Brand image was considered an independent variable measured based on the following dimensions: brand reputation, brand identity, brand personality, values, and marketing effectiveness as a dependent variable measured through non-financial indicators such as consumer loyalty and the image of the distribution institution. To achieve the study's objectives, a questionnaire was designed targeting Carrefour's customers in Algeria, and primary data were collected between September 1st and 15th, 2023, with a sample of 82 customers. The marketing effectiveness of Carrefour worldwide was measured using the aforementioned non-financial indicators along with financial indicators such as sales, profits, and market share, relying on Carrefour's annual reports. The study utilized the SPSS program for descriptive analysis in its applied aspect and concluded that there is indeed a role for brand image in achieving marketing effectiveness for the branches of the international distribution institution Carrefour in Algeria. The overall correlation coefficient was 0.842. Finally, the study provided a set of suggestions at various levels regarding the adoption by international distribution institutions of the concept of brand image for products among consumers under the Carrefour distributor label as an approach to achieving marketing effectiveness.