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The Impact of Online Brand Image on B2B Brand Loyalty

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Innovation & TechnologyLaw & Economics

The Impact of Online Brand Image on B2B Brand Loyalty

PhD. Rania NASSAF; Dr. Chakib HAMADI

ENCG; Cadi Ayyad University; Marrakech
Morocco

This article is based on the findings of a research study conducted within a doctoral studies framework. According to the concept of language-culture, which postulates that every language transports its own culture, and that language and culture are indissoluble, the purpose of this article is to analyze cultural representations among students in the secondary qualifying cycle, concerning the target language and culture, which is French. The aim is to focus on how mature these young individuals are in terms of culture and intercultural knowledge. The study seeks to determine the extent to which these future students and citizens are prepared to become integral members of a society in an ever-changing global context. Additionally, the article sheds light on intercultural competencies within this group of learners to assess the place of Moroccan students regarding their mother tongue and the target language-culture at their age. An empirical research study was conducted using a qualitative approach, known as the focus group method. This article details the methodology, steps, outcomes and suggests didactic approaches to enhance the sense of identity with the target language-culture.

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