Browsing by Author "Alghorayer, Anwar Mohammed"
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Item Restricted The Impact Of The Brand On Consumer Behavior : A Case Study of Jarir Book Store(Saudi Digital Library, 2019) Alghorayer, Anwar Mohammed; Khawaja, JunaidThis study is conducted for the purpose of examining the impact of the brand on consumer behavior in Jarir Book Store in the Kingdom of Saudi Arabia, as well as to present evidence on the importance of brand for any other company. The primary data has been gathered through a questionnaire distributed to 182 customers of Jarir Book Store using the Internet. The statistical analysis and tests of data have been done through SPSS, involving descriptive analysis, correlation analysis, factor analysis, reliability and multiple regression analysis. From analyzing and interpreting the collected data, the researcher concludes that the brand affects consumer behavior through the impact of brand Image, brand perceived quality, and brand trust for the customers of Jarir Book Store.80 0