The Effect of Advertising on Expectations and Perception of the Brand with Emphasis on the Mediating Role of Customer Experience Management in the Insurance Industry

Subject Areas : Business Strategy

Esmaeil Kiyomarsi ¹ , Hamid Reza Saeednia ² , Zahra Alipour Darvishi ³

1 - PhD student, Department of Business Administration, U.A.E Branch, Islamic Azad University, Dubai, United Arab Emirates
2 - Associate Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Associate Professor, Faculty of Management, Islamic Azad University of Tehran North Branch, Tehran, Iran

Received: 2021-09-26 Accepted : 2021-12-07 Published : 2021-12-21

Keywords:

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