Purpose: Universities are increasingly encountering high levels of national and international competition. In order for universities to continue with their business success and expansion, they have relied on developing and maintaining a differentiated brand identity by improving their branding...

Purpose: The purpose of this paper is to define and develop digital products market segments in Tehran based on consumers’ buying decision-making styles (CDS) and testing applicability of Sproles and Kendall’s model [consumer style inventory (CSI)] for this steady growing market in Tehran...

Purpose: Creating an extraordinary and memorable customer experience is the goal of every company seeking to be a market leader. This amplifies the need for customer experience management (CEM), particularly in customer-centric industries. Despite the indispensable importance of CEM, studies...