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...

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Bibliographic Details
Main Authors: Mohammad Rahim Esfidani, Sara Ramezani, Mohammad Ali Shahhoseini
Format: Article
Published: University of Tehran 2016-07-01
Series:‫مدیریت بازرگانی
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