The impact of brand authenticity in achieving the well-being of customers: An exploratory study of the opinions of a sample of employees at Zain Iraq Telecom Company
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Abstract
This research attempts to analyze the nature of the relationship between two main variables, which are the originality of the brand and the well-being of customers, due to the great importance that these two variables play for contemporary organizations, especially for telecommunications companies. Especially with the increasing desire of customers of telecommunications companies towards achieving their well-being. In order to achieve the objectives of this research, the researcher distributed (100) questionnaire using the intentional sample method to a group of employees, from which (85) questionnaires were retrieved. With a response rate of (85%), and the total number of questionnaires was valid for statistical analysis has reached (80) questionnaires, at a rate of (94%) of the total questionnaires retrieved. The theoretical review of the two research variables showed that the theoretical results showed the existence of a knowledge gap between them as a result of the scarcity of studies that focused on them individually or in combination, and the practical results showed that there was a direct and significant correlation and a positive and significant effect between them.
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