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L'impact de la contrefaçon sur la perception de l'image de marque dans le secteur du textile et de la mode : le cas des consommatrices saoudiennes

Abstract : The main purpose of this thesis is to study the definition of the counterfeit, its causes, as well as its effect on the original brand image. The consumer purchasing behavior of original products, in the presence of that counterfeit, will be affected as well as a negative effect on the variables relating to the brand tel : fidelity, attachment, commitment and confidence. To finally advise a better managerial and academic solutions for the protection of the brand image on the one hand, and to save the relation between the Saudi women and her preferable brand.
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https://tel.archives-ouvertes.fr/tel-02511979
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Submitted on : Thursday, March 19, 2020 - 11:22:25 AM
Last modification on : Tuesday, July 7, 2020 - 3:51:09 PM
Long-term archiving on: : Saturday, June 20, 2020 - 1:51:07 PM

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  • HAL Id : tel-02511979, version 1

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Sally Hassan El Arabi El Kodssi. L'impact de la contrefaçon sur la perception de l'image de marque dans le secteur du textile et de la mode : le cas des consommatrices saoudiennes. Gestion et management. Université Panthéon-Sorbonne - Paris I, 2019. Français. ⟨NNT : 2019PA01E032⟩. ⟨tel-02511979⟩

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