EVALUATING OF FACTORS IMPACT ON CORPORATE IMAGE: A MIXED METHOD APPROACH

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DIVANDARI ALI; ALAHYARI ASHKAN; BARARI MOJTABA

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Paper Information

Journal: business managment perspective Year:2011 | Volume:10 | Issue:6 (39) Page(s): 33-52

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Information Journal Paper

Title

EVALUATING OF FACTORS IMPACT ON CORPORATE IMAGE: A MIXED METHOD APPROACH

Author(s)

DIVANDARI ALI | ALAHYARI ASHKAN | BARARI MOJTABA | Issue Writer Certificate

Keywords

BRAND EQUITYQ1

STRATEGIC BRAND MANAGEMENTQ2

BRANDING STRATEGY IMPLEMENTATIONQ2

BRAND IMAGEQ1

BANKING INDUSTRYQ1

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.

Cites

EFFECT OF SALESPERSON PROFESSIONAL ETHICS IN STABLE RELATIONSHIP BETWEEN CUSTOMER AND ORGANIZATION (ATLAS COPCO COMPANY AS A CASE STUDY)

References

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APA: Copy

DIVANDARI, ALI, ALAHYARI, ASHKAN, & BARARI, MOJTABA. (2011). EVALUATING OF FACTORS IMPACT ON CORPORATE IMAGE: A MIXED METHOD APPROACH. JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE), 10(6 (39)), 33-52. SID. https://sid.ir/paper/115499/en

Vancouver: Copy

DIVANDARI ALI, ALAHYARI ASHKAN, BARARI MOJTABA. EVALUATING OF FACTORS IMPACT ON CORPORATE IMAGE: A MIXED METHOD APPROACH. JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE)[Internet]. 2011;10(6 (39)):33-52. Available from: https://sid.ir/paper/115499/en

IEEE: Copy

ALI DIVANDARI, ASHKAN ALAHYARI, and MOJTABA BARARI, “EVALUATING OF FACTORS IMPACT ON CORPORATE IMAGE: A MIXED METHOD APPROACH,” JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE), vol. 10, no. 6 (39), pp. 33–52, 2011, [Online]. Available: https://sid.ir/paper/115499/en

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