Author/Authors :
Shojaei، M. R. نويسنده Assist. Prof. & Faculty Member, Department of Accounting, Shahid Beheshti University, Tehran, Iran , , Sabaghi، Sh. نويسنده Assist. Prof. & Faculty Member, Department of Accounting, Shahid Beheshti University, Tehran, Iran , , Shirdel، N. نويسنده Postgraduate Student, Business Administration, Ershad university, Damavand, Iran ,
Abstract :
This investigation tries to examine correlation between clandestine advertisement and organizational strategy in brand management via available sources and by using a field study. In fact, it intends to raise the question “Are clandestine advertisement and organizational strategy effective in management of products brands?” This is an applied and descriptive-approaching study. The study chooses a sample of 171 regular customers who do their day-to-day banking business activities through an Iranian bank named Sepah bank in city of Tehran, Iran. Using structural equation modeling, the study confirms a positive and meaningful relationship between clandestine advertisement and organizational strategy in brand management.
