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...

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Bibliographic Details
Main Authors:	Hossein Khanighar, Mphadeseh Dehghan Chachkami, Morteza Soltani
Format:	Article
Language:	fas
Published:	University of Isfahan 2017-05-01
Series:	تحقیقات بازار یابی نوین
Subjects:	Brand personality brand trust Consumer Purchase decisions Advertising content
Online Access:	http://nmrj.ui.ac.ir/article_21456_9f1edff129fc306ff2f2f23de73c1ffc.pdf

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