Dorostkar, Ehsan

[ 1 ] - Designing a Bank Melli Iran Brand Promotion Model: A Mixed ApproachAbstract

While many studies have pointed to the importance of branding as an important component in marketing, so far many local models have not been introduced in relation to the factors affecting the promotion of a bank's brand in Iran. In this regard, the present study was conducted with the aim of designing a brand promotion model for Bank Melli Iran, as the largest bank in the Islamic world.In term...