Mapping the perception network of Iran’ s Middle Eastern Bank: Using brand conceptual map

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Dehdashti Shahrokhi Zohreh; Bashirpour Mahdi

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Journal Paper

Paper Information

Journal: IRANIAN JOURNAL OF MANAGEMENT SCIENCES Year:2019 | Volume:14 | Issue:53 Page(s): 89-108

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Information Journal Paper

Title

Mapping the perception network of Iran’ s Middle Eastern Bank: Using brand conceptual map

Author(s)

Dehdashti Shahrokhi Zohreh | Bashirpour Mahdi | Issue Writer Certificate

Keywords

brand concept mapQ1

Brand ImageQ1

Brand IdentityQ1

conceptual NetworkQ1

Middle East BankQ1

Abstract

A company's brand is known as one of its most important assets, therefore, companies are trying to identify themselves with specific features known as Brand Identity. But, the people’ s perception of a firm’ s brand differs from those that has been planned by the firms. A brand conceptual map is a tool that helps companies to identify differences between Brand Image and Brand Identity. The purpose of this study is to explore the perception network and the Brand Image of Iran’ s Middle East Bank. In order to mapping the Bank’ s Brand Image, we interviewed eighty seven knowledgeable individuals who were our informants over banking services. The results of the research indicate that the Middle East Bank has a positive overall social image. Its most important positive features include being customer oriented, providing quality services, and being a class-leading bank, and its negative features were not much accessable, weak social presence, and being little known.

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APA: Copy

Dehdashti Shahrokhi, Zohreh, & Bashirpour, Mahdi. (2019). Mapping the perception network of Iran’ s Middle Eastern Bank: Using brand conceptual map. IRANIAN JOURNAL OF MANAGEMENT SCIENCES, 14(53 ), 89-108. SID. https://sid.ir/paper/364005/en

Vancouver: Copy

Dehdashti Shahrokhi Zohreh, Bashirpour Mahdi. Mapping the perception network of Iran’ s Middle Eastern Bank: Using brand conceptual map. IRANIAN JOURNAL OF MANAGEMENT SCIENCES[Internet]. 2019;14(53 ):89-108. Available from: https://sid.ir/paper/364005/en

IEEE: Copy

Zohreh Dehdashti Shahrokhi, and Mahdi Bashirpour, “Mapping the perception network of Iran’ s Middle Eastern Bank: Using brand conceptual map,” IRANIAN JOURNAL OF MANAGEMENT SCIENCES, vol. 14, no. 53 , pp. 89–108, 2019, [Online]. Available: https://sid.ir/paper/364005/en

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