IMPROVING SPECIFIC BRAND VALUE ON THE BASIS OF CUSTOMERS' MIND THROUGH CREATION OF REFATIVE WORFEING MERIT (THE BANK MELLAT CASE)

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DIVANDARI A.; HAGHIGHI MOHAMMAD; ALAHYARI ASHKAN; BAGHERI T.

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Journal: business managment perspective Year:2009 | Volume:8 | Issue:30 Page(s): 29-48

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Information Journal Paper

Title

IMPROVING SPECIFIC BRAND VALUE ON THE BASIS OF CUSTOMERS' MIND THROUGH CREATION OF REFATIVE WORFEING MERIT (THE BANK MELLAT CASE)

Author(s)

DIVANDARI A. | HAGHIGHI MOHAMMAD | ALAHYARI ASHKAN | BAGHERI T. | Issue Writer Certificate

Keywords

BRANDQ2

CUSTOMERS' MINDQ3

BRAND IMAGESQ3

Abstract

For a BRAND, the main source of creating value (both for the organization and customers) is in CUSTOMERS' MINDs. Thus, seeking to strengthen the BRAND, we have to focus on CUSTOMERS' MINDs. But, obviously, controling their minds would be impossible. Therefore, this case-study on the Mellat Bank sheds light on a causal relationship between the image of functional and nonfunctional benefits (which are created by different BRAND creation activities), and BRAND knowledge.Results show that there’s a strong positive correlation between functional benefits with BRAND knowledge, and it’s a cause that affects BRAND images. Thus, activities concerning the improvement of the images of functional benefits would have a great effect on BRAND equity.

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APA: Copy

DIVANDARI, A., HAGHIGHI, MOHAMMAD, ALAHYARI, ASHKAN, & BAGHERI, T.. (2009). IMPROVING SPECIFIC BRAND VALUE ON THE BASIS OF CUSTOMERS' MIND THROUGH CREATION OF REFATIVE WORFEING MERIT (THE BANK MELLAT CASE). JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE), 8(30), 29-48. SID. https://sid.ir/paper/115595/en

Vancouver: Copy

DIVANDARI A., HAGHIGHI MOHAMMAD, ALAHYARI ASHKAN, BAGHERI T.. IMPROVING SPECIFIC BRAND VALUE ON THE BASIS OF CUSTOMERS' MIND THROUGH CREATION OF REFATIVE WORFEING MERIT (THE BANK MELLAT CASE). JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE)[Internet]. 2009;8(30):29-48. Available from: https://sid.ir/paper/115595/en

IEEE: Copy

A. DIVANDARI, MOHAMMAD HAGHIGHI, ASHKAN ALAHYARI, and T. BAGHERI, “IMPROVING SPECIFIC BRAND VALUE ON THE BASIS OF CUSTOMERS' MIND THROUGH CREATION OF REFATIVE WORFEING MERIT (THE BANK MELLAT CASE),” JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE), vol. 8, no. 30, pp. 29–48, 2009, [Online]. Available: https://sid.ir/paper/115595/en

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