MAPPING BRAND ASSOCIATIVE NETWORK FOR “AGRICULTURE BANK OF IRAN” AND “TEJARAT BANK” USING “BRAND CONCEPT MAP” TECHNIQUE (CASE STUDY: UNIVERSITY STUDENTS IN TEHRAN)

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AZIZI SHAHRIAR; BOLUR PARSA MOHAMAD REZA

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Journal: JOURNAL OF BUSINESS MANAGEMENT Year:2016 | Volume:8 | Issue:2 Page(s): 413-432

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Title

MAPPING BRAND ASSOCIATIVE NETWORK FOR “AGRICULTURE BANK OF IRAN” AND “TEJARAT BANK” USING “BRAND CONCEPT MAP” TECHNIQUE (CASE STUDY: UNIVERSITY STUDENTS IN TEHRAN)

Author(s)

AZIZI SHAHRIAR | BOLUR PARSA MOHAMAD REZA | Issue Writer Certificate

Keywords

BRAND EQUITYQ1

BRAND IMAGEQ2

BRAND ASSOCIATIONQ2

BRAND ASSOCIATION NETWORKQ1

BANKING INDUSTRYQ1

Abstract

Despite increasing competition in the BANKING INDUSTRY of Iran, creating more value for customers, in order to maintain and improve the competitive position of banks is necessary. Identify the valuation method and the formation of concepts related to the brand in the minds of customers, help to achieve this goal.This study mapped the network of BRAND ASSOCIATIONs of “Agriculture Bank of IRAN” and “Tejarat Bank”, using the “Brand Concept Map” technique to evaluate the BRAND ASSOCIATIONs of the two banks and their inter-relations in the mind of customers. Research has been conducted among university students in Tehran by accessible sampling method. and thereby the “Agriculture Bank of IRAN Consensus Brand Concept Map” With eleven core association Such as: wheat, farmers and gardeners, traditional, specialized bank in agriculture, green, and “Tejarat Bank Consensus Brand Concept Map” With eight core associations Such as: university, student loan, background and antiquity and State Bank; were drawn.

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APA: Copy

AZIZI, SHAHRIAR, & BOLUR PARSA, MOHAMAD REZA. (2016). MAPPING BRAND ASSOCIATIVE NETWORK FOR “AGRICULTURE BANK OF IRAN” AND “TEJARAT BANK” USING “BRAND CONCEPT MAP” TECHNIQUE (CASE STUDY: UNIVERSITY STUDENTS IN TEHRAN). JOURNAL OF BUSINESS MANAGEMENT, 8(2 ), 413-432. SID. https://sid.ir/paper/140292/en

Vancouver: Copy

AZIZI SHAHRIAR, BOLUR PARSA MOHAMAD REZA. MAPPING BRAND ASSOCIATIVE NETWORK FOR “AGRICULTURE BANK OF IRAN” AND “TEJARAT BANK” USING “BRAND CONCEPT MAP” TECHNIQUE (CASE STUDY: UNIVERSITY STUDENTS IN TEHRAN). JOURNAL OF BUSINESS MANAGEMENT[Internet]. 2016;8(2 ):413-432. Available from: https://sid.ir/paper/140292/en

IEEE: Copy

SHAHRIAR AZIZI, and MOHAMAD REZA BOLUR PARSA, “MAPPING BRAND ASSOCIATIVE NETWORK FOR “AGRICULTURE BANK OF IRAN” AND “TEJARAT BANK” USING “BRAND CONCEPT MAP” TECHNIQUE (CASE STUDY: UNIVERSITY STUDENTS IN TEHRAN),” JOURNAL OF BUSINESS MANAGEMENT, vol. 8, no. 2 , pp. 413–432, 2016, [Online]. Available: https://sid.ir/paper/140292/en

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