Brand Equity

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تنی بررند مب ارزش ویژه ب عوامل موثر بر مشتریر دکتر جمطیذ ساس پیببطتبدیبس دا اسخان گرگاوی حسیه علی آصادبطبثی دا اسضذ ثبصاسیبسیی وبسضطد دای اس سضت يل ی ا جعفر یلکام ا ی[email protected] بذیشیت ثبصس ی اسضذ سضتبسی وبسضطد داذسابص احذ حمیمبتت ػبطی دا چکیده : ی ثبضذ . اسصش ضشوت تدبسی آطب ب ش ضشوت بی ی داسای اص ثب اسصضتشیىی ی یژش ذ ثشبؼتجش خ سبتس سظ ت سب یبذسد ثش دس یف ثخت ی اذاص ی ا شی ی یبد ا ض دس ا ی یب ا یزاس اسصش ی اص د یذطتش ی اص ا یت ثبی ی ثشا یب ضشوتسداس ی ثشخ است، ص یشاب دس یتفم یتبسذب یطتش ش ب دس آ یب است. ثب آ ی د ی اسصشیژ ذ اص اسصش داسا ثشی یب ی فىیضی یت ثشات ث یطتش ا ود ث یش اطب ش ا یت ثب ی است. آبثی ػذف اسصی میك حبضش ثب تح ا( آوشذ بسطتشی ثش اس بذ اص دیذ ثشیژ اسصشش ثشؤث 1991 اثؼبد ضب ای است وشفت دب ا) ی ثبضذ ذ ثشفبداسی ث ذ،ویفیت دسن ضذی اص ثشبذ، آ تذاػی ثش. حمیمبت اص تذ آ ػتبیح ث آوشذ ی اثؼبدب تذ وی د طب ستم ست غ ث ی اسصش ثش یژ ثش ذ ثش یذ ثبضیچ اسغ ثذ،ویفیت دسن ضذی اص ثشبذ، آ تذاػی ثشفبداس ی ثذ ثش اسصشیض ثش ستمی غیش ای ثذ ثشیژ تبث یذ.زاس ش است.ذ داضت ثشیژ اسصشیش سا ثش تأثطتشیذ ثی ثشفبدسای ث یب دس ایذی :ژگان کلی يا ثشیژ اسصش ذ1 ذی اص ثشب ، آ2 ذ ، تذاػی ثش3 ذ ثشفبداسی ث ، 4 اد ، خب5 1.Brand Equity 2.Brand Awareness 3.Brand Associations 4.Brand Loyalty 5.Family

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Persian paper on Brand Equity

Transcript of Brand Equity

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