Reinforcement of Customers’ Extra-Role Behavior byBrand Personality andOnlineBrand Experience in DigitalBusiness Environment
The expansion of digital business is along with opportunities and challenges, one of the most important challenges is the negative information about the brands. Marketing managers task is to reinforce the resilience of customers towards this negative information. On the other hand, in the two last d...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
Allameh Tabataba'i University Press
2020-03-01
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| Series: | مطالعات مدیریت کسب و کار هوشمند |
| Subjects: | |
| Online Access: | https://ims.atu.ac.ir/article_10995_cf57f13d77cedb2efd9176e3dbb8969e.pdf |