The Effect of Trademark on Consumer Behavior

Tarig Osman Abdallah Helal*, Hamza Abdallah Abdalrhman, Abderhim Elshazali Yahia, Badreldin Mohamed Ahmed and Emad AbdelKhaleK S. El-Tahan
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Tarig Osman Abdallah Helal*: Department of Business Administration, Jouf Universit, Saudia Arabia and Department of Business Administration Omdurman Islamic University, Sudan
Hamza Abdallah Abdalrhman: Department of Business Administration, Jouf University, Saudia Arabia and Department of Business Administration, University of Zalingei, Sudan
Abderhim Elshazali Yahia: Department of Business Administration, Jouf University, Saudia Arabia and Department of Business Administration, University of Zalingei, Sudan
Badreldin Mohamed Ahmed: Department of Business Administration, Jouf University, Saudia Arabia and Department of Economics, University of Zalingei, Sudan
Emad AbdelKhaleK S. El-Tahan: Department of Business Administration, Jouf University, Saudia Arabia and Department of Business Administration, Giza Higher Institute of Management Sciences, Egypt

Business, Management and Economics Research, 2020, vol. 6, issue 5, 58-66

Abstract: This study examines the effect of the trademark on consumer behavior of consumers of air conditioners in Sudan, in order to know the dimensions of the trademark that affect consumer behavior in Sudan, and provide information to companies on the dimensions of the trademark that affect the purchasing decision of the customer and contribute to customer satisfaction. The study adopted descriptive analytical method using a sample of 230 individuals who consume air conditioners in Sudan. The results showed that there is a positive significant relationship between the trademark of air conditioning and consumer behavior as well as a positive significant relationship between the trademark name of air conditioning and consumer behavior and finally there is a positive significant relationship between the trademark logo and consumer behavior.

Keywords: Trademark; Consumer behavior; Trademark name; Trademark logo; Air conditioning. (search for similar items in EconPapers)
Date: 2020
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