The role of perceived customer value in enhancing brand resonance / a survey of the opinions of a sample of Carrefour customers

The aim of this study is to analyse the role played by the perceived value dimensions of the customer in enhancing the brand resonance dimensions. Carrefour stores in the Kurdistan Region were selected as the field of study. The research relied on (descriptive analytical methodology) as the most appropriate framework for understanding the nature of the relationships between variables. An electronic questionnaire was used to collect data from the target population in this research, which was then analysed to test the hypotheses using SPSS v.25 software to test the hypotheses and arrive at the research results. A random sample of 350 Carrefour customers was selected to represent the research population accurately. A number of conclusions were reached in light of the results, the most important of which is that the perceived value of the customer plays a strategic role in enhancing the brand image of Carrefour stores in the Iraqi market, as it was found that the customer's perception of the value he obtains from his dealings with these stores constitutes the strategic foundation on which his connection to the brand and their loyalty to it and their active participation in its consumer community.