Using Zaltman Metaphor Elicitation Technique to Understand Brand Image

Marketing as the business philosophy puts customers at the centre of organization attention. Customer behaviour is more influenced by unconscious thoughts and feelings rather than conscious ones. Therefore, it doesn’t seem logical to gain the required knowledge through conscious-based methods. Researchers have long known that the use of images and open interviews can be very helpful in acquiring knowledge. This study aims to investigate and identify thoughts, emotions and feelings of Parsian Bank customers in form of brand image. The study applied the ZMET method with 10 semi-structured in-depth interviews to investigate and identify brand image. Differentiation, staff manner, colour harmony, good feeling, e-banking, willingness to continue service taking, queue system, class, and tranquillity were the key constructs in the brand image consensus map. All constructs in the map have been directly or indirectly connected to the construct, "good feeling" which indicates success in providing good experiences and pleasant memories for customers.