Impact of Interactive Marketing Dimensions on Brand Trust For Service Field Study on the Two Syrian Telecommunications Companies in Damascus
published by Aِl-Baath University
in 2017
in
and research's language is
العربية
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Abstract in English
The study found significant differences between the demographic variables of
the research sample and the confidence of the customers' brand. There was
also an effective statistical significance between the role of interactive
marketing in all its dimensions and the confidence of the brand to serve
customers. The research also recommended understanding the customer's
behavior, the direction of the customer and the mechanism of influencing them.
References used
Deighton, J. A. "The Future of Interactive Marketing", Harvard Business Review 74, no. 6 (November - December 1996): 151-160
Laforet, S, 2007, British Grocers Brand Extension in Financial Services, Journal of Product and Brand Management, vol. 16, no. 2
J.E. Hobbs, April 2015, "Consumer confidence in credence attributes: The role of brand trust", Food Policy, Volume 52, Pages 1- 114