Khalilian, Mohammad Mahdi

[ 1 ] - Structural Model of Brand Ambidexterity Impact on Brand Commitment through Brand’s Performance, Image and Reputation

Brand ambidexterity strategies help organizations improve their capabilities and performance and simultaneously discover new opportunities. The purpose of this study is to investigate the effects of brand ambidexterity strategies on brand commitment through brand’s performance, image and reputation. The statistical population of this research were the users of Pishgaman Company. Random sampling...