1.

Factors affecting the purchase intention of luxury brands based on generalized theory of planned behavior

Pages 15-58
Mahmoud Mohammadian; Zohreh , Dehdashti Shahrokh; Mahnaz Lari

2.

Corporate brand Building by Using the Approach of grounded Theory (Case Study: Construction Industry Companies)

Pages 59-108
mohammad haghighi; Mohammad Rahim Eafidani; mir ahmad Amirshahi; shirin Salim

3.

Investigating the effect of regretting the brand on behavioral intention via satisfaction and consumer brand identification as a moderator in the best sport clubs in Mashhad

Pages 109-144
fariborz rahimnia; tahmine sarvari; mojtaba poursalimi

4.

The Effect of the Perceived Brand Relation Orientation on Brand Performance by Explaining the role of Expected Emotions and Customer Identification with the Brand (Case Study: Tehran Laleh Hotel Customers)

Pages 145-185
Mahdi Dehghani Soltani; Sara Ramezani; Faezeh Rezaei

5.

An experimental study on the role of transparency and accessibility on cognitive, affective and conative aspects of consumer response in cause-related marketing

Pages 187-225
Morteza Soltani; Asadollah Kordnaeij; HAMID Ayoubi yazdi

6.

Comparison of the Effectiveness of Guerrilla Marketing Message and non-Guerrilla marketing on in Consumers of Sport Energy Soft Drinks (Red Bull and Black Energy)

Pages 227-260
Mahdi Talebpour; Majid Khorsandi Fard


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