دراسة ادراك شخصية العلامة التجارية ENIE للموسسة الوطنية للصناعات الالكترونية من منظوري الموسسة و المستهلك

Although the number of researches addressed to study and analyze the dimensions of human personality in psychology, but their applications and their projections in the field of consumer behavior and branding theories remain limited, as well as most if not all of these studies had studied the multinational brands throughAaker model (1995) using her BPS: Brand Personality Scale. Which was not tested using local or national brands such as the Algerian brands. Thus this study attempts to measure the perceived brand personality of the Algerian brand ENIE from the point of view of consumers and managers using Aaker’s BPS to evaluate to which extent this enterprise has succeed to communicate its intended brand personality to its target market as the first objective and it studied the impact of demographics on the perception of this concept.