Browsing by Author "BENKHALED, Nasrine"

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    The impact of digital communication strategy on perceived brand image: the case of coca cola Algeria company
    (Ecole des Hautes Etudes commerciales, 2020-06) BENKHALED, Nasrine; BOUTEMINE, Yousra; HAMMOUTENE, Ali ( Directeur de thèse )
    ith the advent of the internet, although the classic vectors of communication (television, radio, billboards and other advertising spaces) are still used by companies, the internet has become their preferred choice. Digital brings together a set of communication tools, including social networks, websites, email and blogs. And most social networks provide advertising channels for businesses to reach potential customers and a phenomenal number of users, which is not really possible with traditional media like television or radio. As a result, most brands have started to work on digital integration in their communication strategies, in order to increase their notoriety and profitability as well as improve their brand images. In this context, we have developed this work to illustrate the impact of the integration of digital in the communication strategy on the perception of a brand image, especially for an authentic brand like Coca-Cola, which will be the case of study of our present research