Proposing a Framework for Strategic Development of Branding Process Based on the CIPP Model: A Meta-synthesis Approach
Objective Recently, branding plays a significant role for service companies. However, many service companies do not have a distinct and well-known brand because services are heterogeneous, intangible, and based on experience. On the other hand, the literature in the field of service branding are gre...
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| Main Authors: | , , , |
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| Format: | article |
| Language: | FA |
| Published: |
University of Tehran
2021
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| Subjects: | |
| Online Access: | https://doaj.org/article/d26b713562d84d84958d6e0e4ce0210f |
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