How the term "Berber" stuck to modern day Amazighan speakers

Regardless of the ultimate origins of the term "Berber", it seems pretty clear that the term became particularly synonymous with contemporary Imazighen speakers from the Medieval era onwards, specifically during "Moorish" rule in Europe. And of course today, within the scholarly world of the so-called 'West', the application of this term is justified on the condition that it is strictly a