interpretive structural modeling of corporate brand identity in the market by looking at the IT industry B2B marketing performance
Several brand identity frameworks have been published in the B2C brands . A reliable, valid and parsimonious service brand identity scale that empirically establishes the construct's dimensionality in a B2B market has yet to be developed. The purpose of this paper is Interpretive structural mod...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2016-07-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_58691_b05455c039e36a4db6bc4f1e545c1f89.pdf |