Saipa Group, Iran - using strategic brand extensions to build relationships

Svend Hollensen, Jonathan Wilson

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Abstrakt

The purpose of the article is to provide insight into how branding is used in an innovative manner, when looking to generate brand equity and strengthen stakeholder relations - by a global car manufacturing company, governed by Iranian Islamic law. Following this, suggested areas of discussion are offered - surrounding marketing and branding in a Muslim context; Iranian culture; and the differences between Arab and Persian-centric approaches, towards an adherence to Islamic ethic
OriginalsprogEngelsk
TidsskriftJournal of Islamic Marketing
Vol/bind1
Udgave nummer2
Sider (fra-til)177-188
Antal sider12
ISSN1759-0833
DOI
StatusUdgivet - 2010

Fingeraftryk

Dyk ned i forskningsemnerne om 'Saipa Group, Iran - using strategic brand extensions to build relationships'. Sammen danner de et unikt fingeraftryk.

Citationsformater