IDENTIFYING AFFECTING FACTORS ON THE BRAND IMAGE OF THE IRIB TV CHANNELS

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SALAVATIAN SIAVASH; NEMATI ANARAKI DAVOOD; ARZHANG MOHAMMAD

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Paper Information

Journal: JOURNAL OF BRAND MANAGEMENT Year:2016 | Volume:3 | Issue:5 Page(s): 69-96

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Title

IDENTIFYING AFFECTING FACTORS ON THE BRAND IMAGE OF THE IRIB TV CHANNELS

Author(s)

SALAVATIAN SIAVASH | NEMATI ANARAKI DAVOOD | ARZHANG MOHAMMAD | Issue Writer Certificate

Keywords

BRAND

BRAND MANAGEMENT

BRAND IMAGE

MEDIA BRAND

IRIB ORGANIZATION

Abstract

Islamic Republic of Iran Broadcasting (IRIB) as a major media organization in order to expedite its policies needs BRANDing to draw audiences attention and also to influence them. This research is devoted to identify factors that affect BRAND image in the field of television channels. The method that is used in this research is the Delphi method. In the first round, after depth interviews with experts of BRANDing, advertising, marketing and media, and by using qualitative coding, 56 factors are extracted. These factors are classified into three categories which are "Media", Aaudience" and Eenvironment". In the second and thirdround of this research, experts were asked about the impact of these factors on the BRAND image of TV channels. 47 of these factors earn consensus of more than 60 percent of the experts. Finally, "Layered Circularmodel" of the factors which affect the band image of IRIB TV channels has been presented.

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APA: Copy

SALAVATIAN, SIAVASH, NEMATI ANARAKI, DAVOOD, & ARZHANG, MOHAMMAD. (2016). IDENTIFYING AFFECTING FACTORS ON THE BRAND IMAGE OF THE IRIB TV CHANNELS. JOURNAL OF BRAND MANAGEMENT, 3(5 ), 69-96. SID. https://sid.ir/paper/267516/en

Vancouver: Copy

SALAVATIAN SIAVASH, NEMATI ANARAKI DAVOOD, ARZHANG MOHAMMAD. IDENTIFYING AFFECTING FACTORS ON THE BRAND IMAGE OF THE IRIB TV CHANNELS. JOURNAL OF BRAND MANAGEMENT[Internet]. 2016;3(5 ):69-96. Available from: https://sid.ir/paper/267516/en

IEEE: Copy

SIAVASH SALAVATIAN, DAVOOD NEMATI ANARAKI, and MOHAMMAD ARZHANG, “IDENTIFYING AFFECTING FACTORS ON THE BRAND IMAGE OF THE IRIB TV CHANNELS,” JOURNAL OF BRAND MANAGEMENT, vol. 3, no. 5 , pp. 69–96, 2016, [Online]. Available: https://sid.ir/paper/267516/en

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