From Leadership to Addiction: How Does a Brand Create a Lasting Impact? a Descriptive Analytical of The Opinions of a Sample Customers of Apple, Samsung, and Huawei Companies

Objective: The main objective of the study lies in identifying the impact of brand leadership in achieving brand addiction, and Apple, Samsung, and Huawei companies were chosen as the field of study. Study Methodology and Tools: In order to achieve the objectives of the study, the researchers adopted the descriptive-analytical method to collect data accurately and in detail about the phenomenon, and then analyze it to extract results and interpretations. Accordingly, the study investigated the opinions of a sample of customers of Apple, Samsung, and Huawei companies at the level of Iraq, in line with the nature of the studied variables. The questionnaire was formulated as the main tool for data collection, and (395) questionnaires were distributed electronically through a Google form, using the five-point Likert scale, and processed and analyzed using appropriate statistical methods. Results: The study reached a set of results, the most important of which is the existence of a partial effect of brand leadership in achieving brand addiction in the investigated companies. The study concluded with a set of recommendations related to the study variables, the most important of which is focusing on strengthening brand leadership, which enhances customer addiction to the brand and the sustainability of their relationship with it, in addition to future research directions. Keywords: Brand Leadership, Brand Addiction, Apple, Samsung, Huawei