جستجوی مقالات مرتبط با کلیدواژه « برند سازمان » در نشریات گروه « مدیریت »

The aim of the present study was to develop the corporate brand management model in Mellat Bank.

This research is mixed metod and it is fundamental in terms of purpose and it is considered field research in terms of data collection method. The qualitative techniques used were meta-synthesis and deep interview and in qualitive part, partial least squares technique was used. The target community in qualitive part was managers and experts in banking with a masterchr(chr(chr('39')39chr('39'))39chr(chr('39')39chr('39')))s degree or higher and a work experience of more than 5 years and in quantity was Mellat Banks’s employees. The method of sampling in qualitive part was snowballs and the number of sample volumes was 8 according to the theoretical saturation of the data and in quantitive part is accidental sampling and 361 people. In the qualitative part, MAXQDA software analyzes the interviews and studies, and in the quantitative part, Smart PLS software analyzes the identified components.

Based on the research results, a total of 13 categories and 41 concepts were identified and extracted. These include brand identity management, brand equity, corporate culture and other concepts.

The research findings can be important for bank managers and marketing experts. It is clear that corporate brand is essential factor in sucsses of organizations.

Today, paying attention to employees and aligning their features and capabilities with the brand is extremely important for organizations operating in competitive environments. The statistical population of the study included 270 employees of different branches of social security insurance in Alborz province and the sample size was determined based on Morgan table. The validity of the questionnaire was confirmed by interviewing industry experts and its reliability was confirmed by Cronbach's alpha coefficient at the level of 0.854. In order to analyze the data, confirmatory factor analysis, structural equation modeling (SEM) and AMOS and SPSS software were used. After examining 9 direct research hypotheses and 3 hypotheses with mediating variables, it was concluded that the main research hypothesis Based on the relationship between human resource management with the brand of the organization and the other 6 hypotheses have been positive and meaningful. And the brand is not approved, but the two dimensions of commitment and satisfaction can play a mediating role in the relationship between human resource management and the brand. Therefore, organizations can measure, plan and continuously improve human resource management indicators and adopt strategies to increase commitment and satisfaction Employees strengthen the brand of the organization and increase the sales and profits, to obtain balanced satisfaction of stakeholders.

The objective of the research is to design and explain a strategic model based on customer value proposition and employee value proposition in Iranian agile companies. Based on a qualititaive metheod i.e. “Grounded Theory” approach, this study aims to provide a comprehensive framework containing, product, employer and corporate brand in an aligned context. In this research, and through both desktop studies as well as in-depth interviews with top directors of Iranian agile companies, key factors and concepts are deeply studied, collected, reviewed and analyzed. At the end and according to the findings of the research, managerial implications and future directions are proposed.