Analysis of Brand Awareness and Guerrilla Marketing In Iranian SME
محل انتشار: مجله ایرانی مطالعات مدیریت، دوره: 4، شماره: 1
سال انتشار: 1390
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 41
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شناسه ملی سند علمی:
JR_JIJMS-4-1_007
تاریخ نمایه سازی: 7 شهریور 1402
چکیده مقاله:
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. ...
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نویسندگان
Ali MokhtariMughari
EMBA from University of Tehran, Iran