پیوندهای مفید
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Analysis of Brand Awareness and Guerrilla Marketing In Iranian SME | ||
| Interdisciplinary Journal of Management Studies | ||
| مقاله 7، دوره 4، شماره 1 - شماره پیاپی 645103، خرداد 2011، صفحه 115-129 اصل مقاله (191.16 K) | ||
| شناسه دیجیتال (DOI): 10.22059/ijms.2011.23448 | ||
| نویسنده | ||
| Ali MokhtariMughari | ||
| EMBA from University of Tehran, Iran | ||
| چکیده | ||
| This research aims at analyzing and investigation of role of brand and guerrilla marketing in keeping and increasing purchasing portfolio of customer in Iran’s SME and in this respect three hypothesizes are developed. For doing of this research after exploration of models and approaches in brand questionnaire and guerrilla marketing were used for customers of company. The conceptual model based on primary and sub hypothesizes were designed. For gathering data, two questionnaires were used for integration of guerrilla marketing and brand awareness. The research hypotheses were tested by correlation test, all the hypotheses were verified. The sequences of priorities in brand awareness were marketing budget, perceived quality of main product of one brand, perceived proportion of main product of one brand. ... | ||
| کلیدواژه‌ها | ||
| Brand؛ brand awareness؛ Guerrilla Marketing؛ SME. | ||
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آمار تعداد مشاهده مقاله: 3,679 تعداد دریافت فایل اصل مقاله: 6,702 |
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