Explaining the home appliance brand strategies by Iranian customer view

Branding strategies weakness and strengths recognition is one of the most important issues in marketing strategies. Brand equity concept is one of the indicative specifications for brand strengths and weakness. Aim of this paper is creating a scale for brand equity measurement for home appliance goo...

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Bibliographic Details
Main Authors: Y. Sobhanifard, M. Akhavan Kharraziyan, M. Mohammadzamani, A. Ansari
Format: Artigo
Language:Persa
Published: Iran Strategic Management Society 2012-08-01
Series:مطالعات مدیریت راهبردی
Subjects:
brand equity
brand strategies
brand strength and weakness
Online Access:http://www.smsjournal.ir/article_88914_477e20e959c4170233849dd81cb3fc79.pdf
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