The role of brand content in improving brand image

Mahmoudi, Hachemi; Salhi, Abdelhadi Mohammed; Belabbas, Iméne

The Responsible Manager's Journal
Volume 2, Numéro 1, Pages 35-44
2024-07-02

The Role Of Brand Content In Improving Brand Image

Authors : Mahmoudi Hachemi . Salhi Abdelhadi Mohammed . Belabbas Iméne .

Abstract

In a digital age, overloaded with information, companies are competing to be leaders in their sectors of activity, and are seeking to reinforce their brand image. In order to do so, they must communicate by offering added value that goes beyond mere advertising or marketing intentions. Such value requires customer-centric communication. In this context, this study aims to examine the role of branded content in enhancing brand image, based on a qualitative and quantitative analysis using linear regression method, applied on the case of LG Electronics Algeria. The results obtained showed that branded content has a positive impact on brand image and plays a role in improving it.