List of Articles Key word: grounded theory

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  1 - Provide a brand affiliation model based on brand experience with customers of shopping malls and malls
  Hamed Asl Roosta Abdollah Naami Abdolhamid Hajipoor Ahmad Sardari
  10.30495/fed.2023.698856
  AbstractToday, the concept of "brand dependence" in the marketing literature has been introduced to predict the desired changes in after-consumption behaviors of customers that strongly affect the behavior and intention to repurchase the brand. Brand experience, on the More

  AbstractToday, the concept of "brand dependence" in the marketing literature has been introduced to predict the desired changes in after-consumption behaviors of customers that strongly affect the behavior and intention to repurchase the brand. Brand experience, on the other hand, is a type of empirical marketing that involves a set of conditions that a company creates in order to influence customer sentiment toward a particular product or company name. Brand experience is the basis for predicting consumer behavior that has a positive effect on consumer satisfaction and consumer loyalty. Given that shopping malls and malls today have grown almost in large cities, this issue has become very important to create a pleasant brand experience and brand dependence in these malls. The present study seeks a conceptual model to explain the concept of customer experience management of brand dependence with a fundamental approach and the researcher has used a mixed approach. In this way, in the qualitative part of the data theory strategy and including open, axial, selective coding in order to achieve the research model model and in a quantitative part of the descriptive survey method and to test their proposed model of PLS ​​software Has used that the research results are presented in the form of an approved and fitted model, including 6 main dimensions and 32 sub dimensations. Manuscript profile