مجلة الباحث في العلوم الانسانية والاجتماعية
Volume 17, Numéro 2, Pages 75-94
2026-07-31
Constructing Customer Perceptions Of Corporate Visual Identity Through Digital Communication: An Empirical Study On Mobilis
Authors : Ameur Amel .
Abstract
This study aims to examine the effectiveness of Mobilis’ visual identity in shaping customers’ perceptions from the perspectives of digital communication and corporate marketing. It focuses on the role of core visual identity elements—such as the logo, color palette, and website interface—in enhancing brand distinctiveness and building a cognitive and symbolic brand image among the target audience. The study adopted a descriptive–analytical approach and used a structured questionnaire as the main data collection tool. Data were collected from a sample of Mobilis customers in order to analyze their perceptions and evaluations of the visual identity and to assess how these perceptions influence their behavioral responses and digital engagement. The findings indicate that visual identity functions as an integrated visual communication system whose impact extends beyond aesthetic aspects to include digital user experience, institutional interactions, and strategic marketing communication. This integration contributes to strengthening brand presence and enhancing customer trust. The results also show that a simple and distinctive logo, combined with symbolically meaningful colors, facilitates brand recognition and recall, while employee interactions with customers represent the behavioral dimension of the visual identity and play an important role in shaping customers’ overall impressions and satisfaction. The study concludes that visual identity performs a dual strategic role: it supports effective digital communication and institutional interaction while reinforcing corporate distinctiveness and brand awareness, ultimately contributing to customer loyalty, sustained engagement, and enhanced organizational value.
Keywords
Digital Communication ; Corporate Visual Identity ;Audience
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