Study of the brand image of KIA Motors in the Algerian car market CASE STUDY : KIA Motors Algeria
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Date
2015-06
Journal Title
Journal ISSN
Volume Title
Publisher
Ecole des Hautes Etudes commerciales
Abstract
The brand image is a very important element for customer, because it guides most of his
purchasing decisions, especially when he wants to buy something expensive like a car. The
customer collects more information about the brands available in order to be able to compare
clearly the different products available in the market, and then choose the product which
provides more satisfaction.
For a car dealer studying the perception of the brand they market is crucial. Because it helps
to improve the brand image continuously, and prevent any bad consequences like losing
market shares.
Description
Keywords
Brand, Brand image, Brand identity, KIA Motors