مجلة دفاتر اقتصادية
Volume 16, Numéro 1, Pages 267-278
2025-05-25

The Influence Of Brand Awareness And Brand Satisfaction On Customer Loyalty : Case Of The Algerian Consumer



Authors : Sayah Fatima . Adelakun Ojo Johnson .

Abstract

The purpose of the study is to check the impact of the brand image on customer loyalty, with a specific attention to products cosmetics. Branding awareness and brand satisfaction are two main components used to measure brand image. Research used a structured questionnaire to collect data from 60 customers in Oran. By using the structural equation model (SEM) with SmartPLS, analysis showed that both branding and brand satisfaction affect both the customer's loyalty in Venus that were carried out. The findings can provide valuable insights into senior decision makers, who can support them in refining branding strategies as part of their marketing approach to achieve permanent development.

Keywords

Brand awareness ; Brand satisfaction ; Customer loyalty ; Algerian consumer

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