The Role of Brand Personality in Stimulating Mobile Purchase Decision; Considering the Intervention of Brand Trust and Advertising Content
Brand personality and brand trust are considered as the fundamental concepts in the field of consumer relationship with brand. Although researches on different aspects of brand are clearly increased in different fields of marketing within the recent decade, but the impact of brand personality and br...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Isfahan
2017-05-01
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| Series: | تحقیقات بازار یابی نوین |
| Subjects: | |
| Online Access: | http://nmrj.ui.ac.ir/article_21456_9f1edff129fc306ff2f2f23de73c1ffc.pdf |