Investigating the dimensions of corporate brand maagemant in Mellat bank with meta-synthesis

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.