The Brand Alliance and its Relationship to The Awareness of Iraqi Customers of Auto Companies’ Products :An Analytical Study of a Sample of Hyundai and Kia Iraqi Customers

• Post by: Muthanna mjdes
• October 17, 2022
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Ahmed Mankhi Gshayyish

Al-Muthanna University/ College of Administration and Economics

Abstract

This research aims to study  the relationship between brand alliance in terms of dimensions (symbolic alliance, functional alliance) and customer perception in terms of dimensions (needs, design, motives, perception, personal traits). This research has been applied on (100) Iraqi customers sample of  Hyundai and Kia Motors coorporate’s whose customers in Iraq realize that they are two separate companies in their first dealings with them and in order to reveal the effect of the alliance and the union in brands on the customer’s behavior. For the purpose of identifying the impact of the alliance in trademarks on the customer behavior , for analyzing the relationship and the extent of the impact of the brand alliance of a particular product to the behavior of the consumer, the current study is based on the main hypothesis that ( there is an effect of brand alliance of Hyundai and Kia in the behavior of its Iraqi customers). The Statistical program spss.v.22, as well as some mathematical and statistical methods, were conducted to measure the impact and correlation relationship between the variables of the study, the study results have proven the main hypothesis  above, in accordance with the results above.

DOI:10.52113/6/2019-9-4/151-167