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  Conceptualization of Integrated Brand Engagement(IBE) Grounded Theory Strategy: A Case Study ofIran Automobile Industry

  Writer : Khalili Shojaei، Vahab ؛ Khodadad Hoseinie، Sayed Hamid ؛ Ahmadi، Parviz ؛

  Journal:The International Journal of Humanities»Summer 2011, Volume 18 - Number 2 ، Science-Research (Ministry of Science/ISC (‎18 page(s) - From 133 to 150 )

  Keywords:Brandgrounded theoryBrand EngagementOpen CodingAxialCodingSelective CodingIranIntegrated Marketing CommunicationIntegrated Marketing Communications

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