The Effect of Commitment to Brand Components on the Formation of Mental Image - A Field Study of the Opinions of a Sample of Customers of the Iris Foundation in Algiers -

Abstract

The study aims at clarifying the extent to which commitment of institutions to brand components affects the mental image of customers. This is achieved by applying the study on the customers of IRIS in Algiers. A questionnaire was distributed and 200 responses were processed using SPSS version 25. The study showed positive impact of IRIS brand components on the mental image of its customers. The study concluded that any brand that aims at creating a positive image on their customers should focus on brand components