30 Years of Research in Brand Personality: Mapping Knowledge and Analyzing the Thematic Structure by a Scientometrics Approach
Objective Brands play a pivotal role in establishing connections with customers, transcending mere commercial transactions to foster sustainable and profitable relationships. These roles manifest themselves in functional, symbolic, and emotional domains, sometimes even evolving into emotional bonds...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2024-06-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_97955_d035f0b61dbb3e777bb619f24db1c5e3.pdf |
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