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Research ArticleOpen accessPhrase in the titleMODELING THE EFFECTIVENESS OF THE CORPORATE IDENTITY MIX IN PERCEIVED QUALITY AND CUSTOMER-RELATED BRAND EQUITY WITH INTERPRETIVE STRUCTURAL EQUATIONS AND MICMAC ANALYSISMahsa Pishdar, Mohammad Reza Seyyed Hashemi Toloun, Fereshteh Farzianpour, Morteza RezaeiaslThis study aims to identify the relation between corporate identity mix, perceived quality on customers’ behalf and customer-centric brand equity. A review of the available literature within this scope resulted in making a primary model which represents that the corporate identity mix has an effect upon the perceived quality and brand equity by some variables such as corporate image and … …American Journal of Applied Sciences, Vol. 11, Issue 4 · 29 Jan 2014 · 7,160 accessesView PDF Cite

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