Shabani Nashtaee, Mitra; Heidarzadeh Hanzaei, Kambiz; … - In: Asia Pacific Journal of Marketing and Logistics 29 (2017) 5, pp. 1198-1220
Purpose The purpose of this paper is to identify the best interactions between sales promotion and advertisement plans as the resources of the brand attachment and its consequences in durable and fast-moving consumer goods. Design/methodology/approach The mixed methods research in the form of...