Investigation of the Relationship between Brand Meaning-Creator Elements and Brand Knowledge, According to Customer Based Brand Equity (A Case Study of Bank Mellat)
Brand creates value for both customer and organization, but the main source of this value, is located in actual and potential customers’ mind. It is obvious that mentality creation cannot be controlled directly. This article aimed to illustrate the importance of branding in banks of Iran and demonst...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2011-12-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_28563_48928a3b83097fb12a9657b5d29c90ad.pdf |