Impact of Brand and Selected Elements of the Marketing Mix in Purchasing Intention of a National Brand: Explaining the Role of Related Factors

Authors

• Maisam Shirkhodaie ¹
• Amirhossein Nouripour ²
• Fatemeh Shariati ³

¹ Assistant Professor, Mazandaran University, Babolsar, Mazandaran University, Faculty of Economics and Management;

² Master of Business Administration

³ Master of Business Administration.

Keywords

• National brand
• Purchasing intention
• Brand-related factors
• Marketing mix elements