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Investigating the Effect of Communication of the Family Nature of Business on the Organizational Reputation, Measuring the Mediating Role of Brand Equity and Corporate Social Responsibility
, M.Sc. Thesis Sharif University of Technology ; Khalili Nasr, Arash (Supervisor)
Abstract
According to official statistics, family businesses form the majority of businesses around the world. When we talk about businesses, we are more likely to say that those firms face issues related to family businesses.One of the trending topics that has recently been considered by researchers and a lot of research has been done in this regard, is specific issues related to marketing and branding of family businesses.In this study, we tried to examine the family business brand in terms of reputation. Reputation is the perception in the minds of brand stakeholders about the brand and the organization. So we tried to take as fair and accurate a sample as possible, to seek the opinions of...
The Effect of Augmented Reality Technology on Online/Offline Purchase Intention in The Retail Industry
, M.Sc. Thesis Sharif University of Technology ; Najmi, Manoochehr (Supervisor)
Abstract
Nowadays, different technologies help businesses in their various processes, especially marketing, so that their activities can be carried out in a better way.One of the emerging technologies that has come to the attention of retailers in recent years is augmented reality. With the help of this technology and only with a smartphone, a product can be viewed virtually and three-dimensionally in real space. There have been several studies on the effect of augmented reality technology on marketing processes and customers' shopping experience. Most of these studies have focused on the online shopping experience. This study examines how augmented reality technology, allows buyers to have more...