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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print)
Quarterly Publication
Volume 4 Issue 12 pp. 2531-2530 , 2014

Investigating effectiveness of clandestine advertisement and organizational strategy in brand management Pages 2531-2530 Right click to download the paper Download PDF

Authors: M. R. Shojaei, Sh. Sabaghi, N. Shirdel

Keywords: Bank, Brand management, Clandestine advertisement, Organizational strategy

Abstract: This investigation tries to examine correlation between clandestine advertisement and organizational strategy in brand management via available sources and by using a field study. In fact, it intends to raise the question “Are clandestine advertisement and organizational strategy effective in management of products brands?” This is an applied and descriptive-approaching study. The study chooses a sample of 171 regular customers who do their day-to-day banking business activities through an Iranian bank named Sepah bank in city of Tehran, Iran. Using structural equation modeling, the study confirms a positive and meaningful relationship between clandestine advertisement and organizational strategy in brand management.

How to cite this paper
Shojaei, M., Sabaghi, S & Shirdel, N. (2014). Investigating effectiveness of clandestine advertisement and organizational strategy in brand management.Management Science Letters , 4(12), 2531-2530.

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Journal: Management Science Letters | Year: 2014 | Volume: 4 | Issue: 12 | Views: 2692 | Reviews: 0

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