The harmonic relationship between brand reputation and positive word of mouth-A survey study of a sample of Carrefour customers In the city of Erbil | ||
| TANMIYAT AL-RAFIDAIN | ||
| Article 3, Volume 40, Issue 129, March 2021, Pages 57-71 PDF (1.36 M) | ||
| Document Type: Research Paper | ||
| DOI: 10.33899/tanra.2021.167795 | ||
| Authors | ||
| Hend ahmad* ; Raad Adnan Raouf | ||
| University of Al Mosul Faculty of Administration and Economics Marketing Management Department | ||
| Abstract | ||
| The aim of the current research is to find the nature of the relationship between the variable of the organization’s reputation and the variable of the positive spoken word for what these two variables represent of great importance to business organizations. Ways to reach it, accordingly, the Carrefour store was chosen because of its great importance and great turnout by customers as it offers a variety of products and has a well-known brand, and by asking a group of questions that express the content of the research problem, which is the nature of the harmonic relationship between the brand's reputation and the word Positive pronouncement, as 65 questionnaires were distributed to Carrefour store customers, and through the adoption of the statistical analysis program SPSS, a set of conclusions were reached, the most important of which is that there is a consensual relationship between the brand's reputation and the positive spoken word at the macro level. A set of proposals was presented, the most important of which is the necessity of establishing a Carrefour store Using social media in a way that supports their branding, which will be reflected in the word A. Positivity is spoken due to the harmonic relationship between the two concepts. | ||
| Keywords | ||
| Brand Reputation; Positive Word Of Mouth | ||
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