Impact of attraction and payment strategies on brand dominance Gulf Bank Algeria-Djelfa
Keywords:
Pull strategy, Push strategy, Brand dominance, Gulf Bank AlgeriaAbstract
The study aims to highlight the impact of the pull and push strategies on brand dominance from the point of view of the customers of Gulf Bank of Algeria – Wilaya of Djelfa, where the descriptive and analytical approach was relied upon and the questionnaire tool was distributed to a sample of 93 customers of Gulf Bank of Algeria, and by relying on the statistical analysis program, the results obtained were analyzed and discussed, where we concluded that there is a statistically significant impact at a significance level (0.05≥α) for the dimensions of the pull and push strategies combined on brand dominance. Some recommendations were suggested, such as the bank's reliance on integrated marketing communications strategies and increasing brand awareness through its dimensions represented in (brand knowledge, brand recall, brand dominance, brand popularity).
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Copyright (c) 2024 Zohra Saied, Maaradj Houari
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