Document Type : Original Article
Authors
1
Islamic Azad university
2
assistant professor at the Faculty of Humanities, Islamic Azad University, Firoozkooh Branch
3
assistant professor
Abstract
It has been introduced several frameworks on brand identity in marketing literature. These frameworks have less investigated service marketing and we note lack of consensus among them. In this paper brand identity model and the factors influencing the brand identity in the data communication (internet providers) industry in Iran are investigated by case study method. Two of nine active companies were selected and information about brand identity and its’ influencing factors for these two were gathered. Company website, company documents and Procedures, company strategy manual and reports and interview with the managers of both companies are the sources of information for the research. Interviews were recorded and the transcription were analyzed by open coding, axial coding and selective coding with the Help of MAXQDA software.Findings prove that, visual identity, integrated marketing communication, employees, mission, vision and values, companies’ destination and strategy, quality, internal consistency, brand personality and companies’ agent are brand identity dimensions. Also creativity and innovation, time factor, ownership structure, governmental policies, governmental supporting role and the lobbying power of the company, dependency to TCI, company financial power and company size are variables influencing the brand identity construct in the industry under investigation.
It has been introduced several frameworks on brand identity in marketing literature. These frameworks have less investigated service marketing and we note lack of consensus among them. In this paper brand identity model and the factors influencing the brand identity in the data communication (internet providers) industry in Iran are investigated by case study method. Two of nine active companies were selected and information about brand identity and its’ influencing factors for these two were gathered. Company website, company documents and Procedures, company strategy manual and reports and interview with the managers of both companies are the sources of information for the research. Interviews were recorded and the transcription were analyzed by open coding, axial coding and selective coding with the Help of MAXQDA software.Findings prove that, visual identity, integrated marketing communication, employees, mission, vision and values, companies’ destination and strategy, quality, internal consistency, brand personality and companies’ agent are brand identity dimensions. Also creativity and innovation, time factor, ownership structure, governmental policies, governmental supporting role and the lobbying power of the company, dependency to TCI, company financial power and company size are variables influencing the brand identity construct in the industry under investigation.
2018.July12, :2018.December.31.
Associate Professor, Tehran University .
2. PhD, Tehran University, Kish Campus(Corresponding Author). E mail:a.haji@ut.ac.ir
Keywords
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