Investigating the effect of social media marketing on brand loyalty with the mediating role of trust and brand equity(Case study: Bank Mellat Isfahan branches)

Abstract The purpose of the present research is to investigate the impact of social media marketing on brand loyalty with the mediating role of trust and equity of the brand in Isfahan Bank Mellat branches. This research is applicable in terms of purpose, and correlative in terms of research method,...

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Bibliographic Details

Published in:	ارزش آفرینی در مدیریت کسب و کار
Main Authors:	Zahra Yazdani Kachuei, mehdi korhani, Asghar kosari
Format:	Article
Language:	Persian
Published:	Iranian Business Management Association 2022-02-01
Subjects:	social media marketing brand loyalty brand trust brand equity
Online Access:	https://www.jvcbm.ir/article_150722_b1a9f305968d4f30b0d7568285539633.pdf