INTERPRETIVE STRUCTURAL MODELING OF CORPORATE BRAND IDENTITY IN THE MARKET BY LOOKING AT THE IT INDUSTRY B2B MARKETING PERFORMANCE

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ESFIDANI MOHAMMAD RAHIM; RAMEZANI SARA; SHAHHOSEIN MOHAMMAD ALI

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Journal: JOURNAL OF BUSINESS MANAGEMENT Year:2016 | Volume:8 | Issue:2 Page(s): 280-259

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Title

INTERPRETIVE STRUCTURAL MODELING OF CORPORATE BRAND IDENTITY IN THE MARKET BY LOOKING AT THE IT INDUSTRY B2B MARKETING PERFORMANCE

Author(s)

ESFIDANI MOHAMMAD RAHIM | RAMEZANI SARA | SHAHHOSEIN MOHAMMAD ALI | Issue Writer Certificate

Keywords

B2B MARKETQ1

BRAND IDENTITYQ1

INTERPRETIVE STRUCTURAL MODELINGQ1

Abstract

Several BRAND IDENTITY frameworks have been published in the B2C brands. A reliable, valid and parsimonious service BRAND IDENTITY scale that empirically establishes the construct's dimensionality in a B2B MARKET has yet to be developed. The purpose of this paper is INTERPRETIVE STRUCTURAL MODELING of corporate BRAND IDENTITY in the market by looking at the IT industry B2B MARKETing performance. For this purpose, at first, literature and history were studied.First, literature and history were studied. Then, using the method of content analysis (theme analysis), its influencing factors and the influence of identity were identified. after that by using interpretative structural modeling techniques based on idea, s of industry experts and professors (13 academic experts and 12 industrial experts) in the IT industry business model was designed BRAND IDENTITY in the market. Snowball sampling was used to select the experts said in an interview. The results show that the model of BRAND IDENTITY contains18 dimensions. In addition, the conclusions of the impact of BRAND IDENTITY on marketing performance and customer satisfaction and loyalty, and their intention is to repurchase.

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APA: Copy

ESFIDANI, MOHAMMAD RAHIM, RAMEZANI, SARA, & SHAHHOSEIN, MOHAMMAD ALI. (2016). INTERPRETIVE STRUCTURAL MODELING OF CORPORATE BRAND IDENTITY IN THE MARKET BY LOOKING AT THE IT INDUSTRY B2B MARKETING PERFORMANCE. JOURNAL OF BUSINESS MANAGEMENT, 8(2 ), 280-259. SID. https://sid.ir/paper/358614/en

Vancouver: Copy

ESFIDANI MOHAMMAD RAHIM, RAMEZANI SARA, SHAHHOSEIN MOHAMMAD ALI. INTERPRETIVE STRUCTURAL MODELING OF CORPORATE BRAND IDENTITY IN THE MARKET BY LOOKING AT THE IT INDUSTRY B2B MARKETING PERFORMANCE. JOURNAL OF BUSINESS MANAGEMENT[Internet]. 2016;8(2 ):280-259. Available from: https://sid.ir/paper/358614/en

IEEE: Copy

MOHAMMAD RAHIM ESFIDANI, SARA RAMEZANI, and MOHAMMAD ALI SHAHHOSEIN, “INTERPRETIVE STRUCTURAL MODELING OF CORPORATE BRAND IDENTITY IN THE MARKET BY LOOKING AT THE IT INDUSTRY B2B MARKETING PERFORMANCE,” JOURNAL OF BUSINESS MANAGEMENT, vol. 8, no. 2 , pp. 280–259, 2016, [Online]. Available: https://sid.ir/paper/358614/en

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