Abstract
How can we employ a conscious brand investment to counter verbal customer abuse? Based on the above claim, the current study aimed at employing brand investment in order to counter customer verbal abuse of sales people, address negative reactions, and invest it in a way that enhances the value of the studied sample. In order to collect the data, the opinions of the sales representatives of a group of mobile companies were surveyed, where he distributed (450) a form to the sales representatives, and after retrieving the forms, it was found that the valid forms were represented by (387) forms, indicating a response rate of (86%). In order to achieve the goal of the study, a number of methods were used to test the practical aspect of the study, the most common of which are probably computational mean, standard deviation, level of significance, Pearson's correlation coefficient (SPSS.V.27), and the effect coefficients between internal variables according to the AMOS.V.26 program. The results have shown a moral correlation to invest in the perceived brand and customer verbal abuse, as well as a negative influence on brand investment that is aware of verbal abuse, to show the interest of the considered sample in enhancing its ability to drive customer awareness and interest and invest in the brand in order to address verbal abuse.
