Mehrzad Kari

[ 1 ] - Identifying Component Themes of the Consumer Products` Brand Personality in Contemporary Iranian Market (A Qualitative Approach)

Nowadays, marketing professionals are increasingly aware of the importance of brands in the success of organizations, as it can be an asset with utmost importance for a lasting competitive advantage. Indeed, what is called a brand is something far more than a name. The brand and its affiliates pave the way for human communication. Brand personification is done in this respect. Although BP can b...