الفهرس 
الفصل الأول:الإطار العام للبحثيوجد فقط 14 صفحة متاحة للعرض العام
 |  | from | 182 |  |  |
| | | from | 182 | | |
المستخلص
The study aims to know the effect of the productive mix on the dimensions of the mental image of the brand, and the sample was randomly chosen from consumer consumers of Electrolux Egypt products for Mansoura City, Dakahlia Governorate, and they numbered (385) clients to conduct the applied study, and the study used the descriptive approach with quality ( The survey and analytical) to suit the achievement of the objectives of the study and the nature of its procedures. The study tools included a questionnaire to survey the opinions of the respondents regarding the effect of the product mix on the mental image of the mark. The questionnaire consists of (4) main dimensions that are listed below ( 40) a sub phrase, The results of the study resulted in a correlation and statistically significant effect at the level of significance (0.05) between the dimensions of the product mix on the mental image of the mark represented by (the reputation of the mark in the case of multiple products, customer loyalty to the mix of products bearing the mark, customer satisfaction with the product mix of the mark, Awareness of the product mix of the mark for the mental image of the mark (for Electrolux Egypt customers), as well as the presence of statistically significant <differences at the level of significance (0.05) between the axes of the questionnaire effect of the products mix on the mental image of the mark as a whole and between some demographic factors (type, age, place of residence, state of affairs Mindful, monthly income level, educational level, job title) for clients of Electrolux Egypt, The most important recommendations of the study were to allocate appropriate financial sums from the company’s budget in order to conduct research and studies that are interested in building the mental image of the product mix for the brand within the company and its role in promoting and attracting the attention of consumers to keep pace with contemporary changes, as well as creating or specifying a specific body within the company that monitors the external image of the company I have Its customers and developing strategies to obtain a better image in the minds of consumers, and also the
need to pay attention to product development and pluralism of the company and to promote them through various media in order to attract consumer attention to them, And the need for companies to pay attention to providing the best and best quality services, through sales outlets and improving the relationship with customers, and to work on programs that will retain customers where constant quality must be provided without any fluctuation, which may affect the stability of the quality of the service provided in the company’s reputation and this is reflected in the loyalty and customer satisfaction.Introductory words: product mix, mental image, brand