mojtaba khansabbakh

[ 1 ] - New Strategic View on Brand: The Effect of Congruity, Reliability and Attachment on Customer Loyalty

By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments. The main purpose of the current study is to investigate brand and product congruity and its effect on brand...