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Keywords: Marketing communication
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Journal Articles
Developing a scale for brand competitive positioning: a study in the home appliance industry
Available to PurchaseEffat Sadat Mahboobi Renani, Seyed Fathollah Amiri Aghdaie, Majid Mohammad Shafiee, Azarnoush Ansari
Journal:
Journal of Modelling in Management
Journal of Modelling in Management (2021) 16 (2): 558–578.
Published: 11 September 2020
... quality, service quality, perceived price, sales and distribution, marketing communication, market orientation and reputation and background. Also, the five components of BCP are distinctiveness, desirability, credibility, value for money and top of the mind awareness. Originality/value Modelling...
