نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.
2 *دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
3 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران.
4 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Objective: The purpose of this study is to design a brand management model of the organization in Bank Mellat with a focus on the brand logo. Sub-objectives include identifying the variables affecting the brand management of the organization and the relationship between the variables on the brand management of this bank.
Method: This research is mixed and fundamental in terms of purpose and is considered a field in terms of data collection method. The qualitative technique used has been hybrid and in the quantitative part has been the dynamic model analysis of the system. Research questions: 1) What variables are affected by the brand management in Bank Mellat? 2) What are the relationships between these variables?
The target population was managers and banking experts with a master's degree or higher and more than 10 years of work experience. The method of snowball sampling and the number of sample volumes according to the theoretical saturation of the data was 7. The interviews were analyzed using MAXQDA and in the quantitative part, the identified components were analyzed using Vensim .
Results: Based on the research results, a total of 15 categories and 54 concepts were identified and extracted. These categories include brand identity management, brand equity, organizational culture, and so on.
Conclusion: The importance of this category in the financial services and banking industry in Iran has been felt more than ever due to the intensification of the flow of banks from a static to a competitive and dynamic industry.
کلیدواژه‌ها [English]
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