Paper Information

Journal:   JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE)   SUMMER 2011 , Volume 10 , Number 6 (39); Page(s) 33 To 52.
 
Paper:  EVALUATING OF FACTORS IMPACT ON CORPORATE IMAGE: A MIXED METHOD APPROACH
 
Author(s):  DIVANDARI ALI, ALAHYARI ASHKAN*, BARARI MOJTABA
 
* FACULTY OF MANAGEMENT, UNIVERSITY OF TEHRAN
 
Abstract: 

Strategic brand management consists of a set of activities to create, maintain and expand the brand equity. So implementation of branding strategies for creating, maintaining and expanding such equity has high priority. For this reason, the research aims to identify main factors of branding strategies implementation in banking industries and demonstrate and examine them as a conceptual model. Then an exploratory mixed method (Qualitative-Quantitative) was used. Finally Results showed that Organization Imagery, Employees Imagery, Services Imagery and Branches Imagery are the main mental dimensions of banks' brand and Organization Imagery affect by other three. So employees, services and branches imagery are the main dimensions for implementing branding strategies in banking industry.

 
Keyword(s): BRAND EQUITY, STRATEGIC BRAND MANAGEMENT, BRANDING STRATEGY IMPLEMENTATION, BRAND IMAGE, BANKING INDUSTRY
 
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