Determining factors affecting E-branding in Iran (A case study: Food industry companies of Tehran)
سال انتشار: 1401
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 170
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شناسه ملی سند علمی:
JR_IJBME-1-3_004
تاریخ نمایه سازی: 26 فروردین 1402
چکیده مقاله:
The aim of the study is determining factors affecting E-branding in Iran. This study was a descriptive survey and the survey instrument was a researcher-made questionnaire. Statistical society was all of experts in food industry companies of Tehran. Sample size (۱۴۰ persons) determination is based on the Cochran formula and cluster random sampling method was used. After data collection, data analysis was performed using SPSS. Results showed that perception of customer, infrastructure of technology and branding style have significant role in E-branding in Iran.
کلیدواژه ها:
E-branding ، perception of customer ، Infrastructure of technology ، Food industry companies of Tehran
نویسندگان
Farzad Fakhrkam
Doctor of Business Entrepreneurship, University of Tehran, Iran