A Comparative Comparison of Brand Strength of Car Companies According to the Customer’s Dominant Logic, Through Brand Relationship Mapping (Case Study: Iranian, Chinese and Korean Carmakers)

Today, brand awareness is important, but it does not reflect brand strength, as many people do not act as they think about a brand. Some researchers in 2013, in order to understand the relationships and connections between consumers and brands, introduced a new marketing approach and paved the way for brand equity research. The brand relational mapping technique is based on the assessment of Brand Strength. In this technique, in addition to considering the brand, rivals must also be considered. The main source of information gathering was to conduct structured interviews with customers and non-users of automotive companies. The sampling used in this study is available sampling in selecting customers, and random sampling for non-customers. After conducting interviews and collecting information, their relationship map is drawn for all three companies. Understanding the perceptions, feelings and activities in relation to their customers and determining the number of people who have positive, negative and indifferent relationships are the applications of this method. According to the results, Koreanautomakers placed in the first place because it has the highest positive buying behavior's customer and lowest negative and indifferent buying behaviors. And Chinese automakers placed in the second place and Iranian carmakers placed in third