مدل برندسازی شرکتی در صنعت اپراتوری تلفن همراه (مورد مطالعه: شرکت همراه اول)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 عضو هیات علمی دانشکده مدیریت و حسابداری دانشگاه علامه طباطبایی

2 رئیس اداره مطالعات راهبردی شرکت همراه اول

3 عضو هیأت علمی گروه مدیریت بازرگانی دانشگاه علامه طباطبایی

10.22051/bmr.2019.22637.1601

چکیده

این مقاله یک تحقیق تجربی از عوامل تأثیرگذار بر ایجاد مدل برند سازی شرکتی در صنعت اپراتوری تلفن همراه است و به‌صورت ترکیبی در دو مرحله کیفی و کمّی انجام شد. در مرحله کیفی، مدل مفهومی مدیریت برند شرکتی در شبکه ارزش صنعت اپراتوری موبایل از طریق پارادایم ساخت‌گرایی تکوین یافت. ساخت مدل در این مرحله بعد از مطالعه اسنادی/ کتابخانه‌ای مرتبط با موضوع، مبتنی بر تکنیک مدل‌سازی ساختاری- تفسیری بر مبنای نظر خبرگان بود. سپس جهت آزمون توان تبیین مدل مفهومی استخراج‌شده، مدل در سطح اپراتور همراه اول موردمطالعه و ارزیابی قرار گرفت تا موجبات زمینه‌سازی جهت اجرا پذیر بودن مدل فراهم گردد. در مرحله کمّی تحقیق، با استفاده از روش آماری مناسب به بررسی صحت روابط تبیین شده در مدل پرداخته می‌شود. مهم‌ترین نرم‌افزار مورداستفاده جهت تجزیه‌وتحلیل یافته-های پژوهش SmartPLSبود. نتایج نشان داد که تصویر، ساختار ، استراتژی ، فرهنگ ، رفتار شرکتی، برند کارفرما، عوامل محیطی، پیشران‌های کلیدی صنعت، اصول حیاتی کسب‌وکار و ماهیت صنعت اپراتوری، تأثیر معنادار در ایجاد مدل دارند.

کلیدواژه‌ها


عنوان مقاله [English]

Corporate Branding Model in the Mobile Operator Industry (As a Case: Hamrah-e-Avval)

نویسندگان [English]

  • mohammad taghi taghavifard 1
  • Samira Mahdinasab 2
  • vahid nasehifar 3
  • jahanyar bamdadsoofi 1
1 Associate Prof., Faculty of Management and Accounting, Allameh Tabataba’I University
2 head of strategic research department at MCI
3 Associate Prof., Faculty of Management and Accounting, Allameh Tabataba’I University, Tehran,Iran
چکیده [English]

This paper presents an empirical study of the factors influencing the creation of a corporate branding model in mobile operator industry. The study was carried out in two qualitative and quantitative steps. In the qualitative phase, the conceptual model of corporate brand management was developed in mobile industry through the constructivism paradigm. At this stage after the study of the documents / libraries related to the subject, the construction of model was based on the interpretive-structural modeling technique based on the experts' opinion. Then, the extracted conceptual model was evaluated Within MCI to provide the ground for model applicability. In the quantitative phase, the validity of the explained relationships in the model is examined using the appropriate statistical method.The most important software used to analyze research findings was SmartPLS. The results showed that the corporate image, structure,  strategy,  culture,  behavior, employer brand, environmental factors, key industry drivers, key business principles and the nature of the operating industry have a significant effect on the corporate brand of the mobile operator.
 

کلیدواژه‌ها [English]

  • : Corporate branding
  • model
  • Mobile operator
  • Hamrah e avval
اشکانی، مهدی و اسفندانی، محمدرحیم (1395)/ بررسی تاثیر ارتباطات برند مصرف‌کننده بر بشارت برند تلفن همراه، مدیریت برند، 3(4)، 180-157.

بخشنده، قاسم و کاظمی، علی (1396). فراتحلیل عوامل موثر بر قصد خرید محصولات سبز (موردمطالعه: پژوهش‌های انجام گرفته در ایران)، مدیریت برند، 4(2)، 153-122.

خاکی، غلامرضا (1390)، روش تحقیق با رویکردی به پایان نامه نویسی، چاپ اول، تهران، انتشارات فوژان.

خدامی، سهیلا و اصانلو، بهاره (1395). طراحی مدل شکل‌گیری ابعاد هواخواهی برند، مبتنی بر تئوری‌های هویت-مشتری و ارتباط مشتری-برند، مدیریت برند، 3(4)، 40-13.

حنفی‌زاده، پیام و راد، آزاده، (1395). ارزش‌گذاری برند رایتل، فصلنامه علمی پژوهشی دانش سرمایه-گذاری، سال پنجم، شماره 17، ص 75-97.

کیماسی، مسعود و خوشنویس، مژده (1396). استفاده از تکنیک زیمت برای بررسی تصویر برند فعلی و مطلوب، مدیریت برند، 4 (3)، 90-70.

محسنین، شهریار و اسفندانی، محمدرحیم (1393)، معادلات ساختاری مبتنی بر رویکرد حداقل مربعات جزئی به کمک نرم‌افزار SmartPLS، چاپ اول، تهران، انتشارات کتاب مهربان.

Abratt, R. Kleyn, N. (2012). Corporate identity, corporate branding and corporate reputations Reconciliation and integration, European Journal of Marketing, 46 (7/8): 1048-1063.

Ahmad, J. Ahmad, Z. (2014), Consumer Purchase Behavior in Cellular Service Sector of Pakistan, IOSR Journal of Business and Management, 16(5):62-75.

Ahmed Siddiqui, k. Ali, M. Sarki, I.H. Khuhro, R.A. (2015), Telecom Branding in Pakistan: Network Coverage or Value Added Services, Academic Journal of Research in Economics and Management, 3(3):61-66.

Al-Debei, Mutaz M. Ramzi, El-Haddadeh, Avison, David. (2008). Towards a Business Model for Cellular Network and Telecommunication Operators: A Theorical Framework, UKAIS, 13th Annual Conference.

Alvarez, A.J. Munoa, J. Arlorio, A. Torres, M. (2014), preventing telecom brand commoditisation in the digital age, Delta partner’s group white paper.

Ashkani, M. Esfidani, M. (2017). Influence of Consumer Brand Relationship on Brand Evangelism, Journal of Brand Management, 3(4): 157-180. (In Persian)

Attri, R. Dev, N. and Sharma, V. (2013), Interpretive Structural Modelling (ISM) approach: An Overview, Research Journal of Management Sciences, vol. 2, no. 2: 3-8.

Aydin, S. Ozer, G. (2005), the analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market, European Journal of Marketing, 39(7/8):910-925.

Bakhshandeh, G. Kazzemi, A. (2017). Meta-analysis of the factors affecting green products purchase intention (Case study: Researches conducted in Iran), Journal of Brand Management, 4(2): 122-153. (In Persian)

Balmer, J. M. Powell, S. M. Kernstock, J. & Brexendorf, T. O. (Eds/). (2017). Advances in corporate branding. Springer.

Balmer, J.M.T. (2001). Corporate identity, corporate branding and corporate marketing-Seeing through the fog, European Journal of Marketing, 35 (3/4): 248-291.

Balmer, J.M.T. (2009). Scrunitizing the British Monarchy: The Corporate Brand That Was Shaken, Strirred and Survived, Management Decision, 47 (4): 639-675.

Balmer, J.M.T. (2012). Corporate Brand Management Imperatives Custodianship, Credibility, and Calibration, California Management Review, 54 (3): 6-33.

Balmer, J.M.T. Illia, L. (2013). Contemporary Perspectives on Corporate Marketing. New York, Routledge.

Chimboza, D. Mutandwa, E (2007). measuring the determinants of brand preference in a dairy product market, African Journal ofBusiness Management, 1 (9): 230-237.

Cowan, K. Guzman, F. (2018(How CSR reputation, sustainability signals, and country-of- origin sustainability reputation contribute to corporate brand performance: An exploratory study. Journal of Business Research.

Dadzie, A. (2011), Brand Preference for Mobile Phone Operator Services in the Cape Coast Metropolis, International Journal of Business and Management, 6(11):190-205.

De Chernatony, L. Drury, S. & Segal-Horn, S. (2002), Building a services brand: stages, people and orientations, Working Papers, Birmingham University.

De Roeck, K. Maon, F. Lejeune, Ch. (2013). Taking Up the Challenge of Corporate Branding: An Integrative Framework, European Management Review, 10 (3): 137-151.

Essamri, A/, McKechnie, S. Winklhofer, H. (2018). Co-creating corporate brand identity with online brand communities: A managerial perspective. Journal of Business Research.

Fetscherin, M. Usunier, J. C. (2012). Corporate branding: an interdisciplinary literature review, European Journal of Marketing, 46 (5): 733-753.

Gazquez-Abad, C. J. Sanchez Perez, M. (2009). Factors Influencing Olive Oil Brand Choice in Spain: An Empirical Analysis Using Scanner Data, Agribusiness journal, 25 (1): 36–55.

Govindan, K. Palaniappan, M. Zhu, Q. and Kannan, D. (2012), Analysis of third party reverse logistics provider using interpretive structural modeling, International Journal Production Economics, 140: 204–211

Guzmán, F. Davis, D. (2017). The impact of corporate social responsibility on brand equity: consumer responses to two types of fit. Journal of Product & Brand Management26(5): 435-446

Gyawali, A (2015), Brand Preference of Mobile Phones in Nepal, An International Refereed Journal of Commerce & Management, 1(1):32-44

Gyrd-Jones, R, Merrilees, B. Miller, D. (2013), Revisiting the complexities of corporate branding: Issues, paradoxes, solutions, Journal of Brand Management, Vol. 20, No. 7: 571-589.

Haenlein, M. Kaplan, A. (2004), A Beginner’s Guide to Partial Least Squares Analysis, Understanding Statistics, vol. 3, no. 4: 283–297.

Hanafizadeh, P. Rad, A. (2015). Rightel Brand Valuation, Quarterly Journal of Investment Knowledge (JIK), 5(17): 75-97. (In Persian)

Hatch, M.J. & Schultz, M. (2003), Bringing the Corporation into Corporate Branding, European Journal of Marketing, 37 (7/8): 1041-1064.

Hatch, M.J. Schultz, M. (2001). Are the strategic stars aligned for your brand? Harvard Business Review, 79 (2): 128-134.

Hatch, M.J. Schultz, M. (2005). Building theory from practice, Strategic Organization, 3 (3): 337-348.

Hulberg, J. (2006), Integrating corporate branding and sociological paradigms: A literature study, Journal of Brand Management, 14: 60-73.

Iglesias, O. Markovic, S. Singh, J. J. & Sierra, V. (2017). Do customer perceptions of corporate services brand ethicality improve brand equity? Considering the roles of brand heritage, brand image, and recognition benefits. Journal of Business Ethics, 1-19.

Jarventie-Thesleff, R. Moisander, J. & Laine, P.M. (2011). Organizational dynamics and complexities of corporate brand building-A practice perspective, Scandinavian Journal of Management, 27: 196-204.

Jones, R. (2010). Corporate branding: the role of vision in implementing the corporate brand, Journal of Innovative Marketing, 6 (1): 44-57.

Kay, M.J. (2006). Strong brands and corporate brands, European Journal of Marketing, 40 (7/8): 742-760.

Keimasi, M. Khoshnevis, M. (2017), Using ZMET technique for exploring current and ideal brand image, Journal of Brand Management, 4(3): 70-90. (In Persian)

Keng, CH. J. Tran, V.D. Thi, T.M. (2013). Relationship among brand experience, brand personality and customer experiential value, Contemporary management research, 9(3): 247-262.

Khaki, G. (2011). Research Method. Tehran: Fozhan. (In Persian)

Khoddami, S. Osanlou, B. (2017). Designing Brand Passion Dimensions Forming on the Basis of Consumer–Brand Identity and Consumer—Brand Relationship Theories, Journal of Brand Management, 3(4): 13-40. (In Persian)

Knox, S. Bickerton, D. (2003), the six conventions of corporate branding, European Journal of Marketing, 37 (7/8): 998-1016.

Krishnan, Balaji C. Hartline, Micheal D. (2001). Brand Equity: Is It More Important in Services? Journal of Service Marketing, Vol. 15, No. 5, pp. 328-342

Lorenz, J.G. (2010). Corporate Brand Management: Aligning Core Values, Strategic Vision, Corporate Culture and Image, University of Twenty Publication.

McCoy, S. Venter, P. (2016(Corporate brands as catalysts in times of change: Lessons from a South African bank, Journal of Brand Management, 23 (1): 38-54.

McLaren, J. P. (2011). Mind the gap exploring congruence between the espoused and experienced employer brand, Degree of Doctor of Education IN University of Pennsylvania.

Melewar, T.C. Hussey, G. Srivoravilai, N. (2005), Corporate visual identity: The re-branding of France Te´le ´com, Journal of Brand Management, 12(5):379-394

Mohsenin, S. Esfidani, M. (2014). Structural Equation Modeling Using Partial Least Squares with Smart-PLS. Tehran: Mehraban. (In Persian)

Naidoo, C. Abratt, R. (2018). Brands that do good: insight into social brand equity. Journal of Brand

           Management25(1): 3-13.

Nevin, J. Houston, M. (1980). Image as a Component of Attraction to Intra urban Shopping Areas, Journal of Retailing, 56(1): 77-93.

Pratihari, S. K. Uzma, S. H. (2018). CSR and corporate branding effect on brand loyalty: a study on Indian banking industry/ Journal of Product & Brand Management27(1): 57-78.

Salleh, I.S. Mohamad Ali, N.S. Yusof, K. M. and Jamaluddin, H. (2017), Analysing Qualitative Data Systematically using Thematic Analysis for Deodoriser Troubleshooting in Palm Oil Refining, Chemical Engineering Transactions, 56: 1315-1321

Schults, A.E (2010). The role of learning and development in employer brand practices, Desertion of Doctor of Education, University of Pennsylvania.

Schultz, M. Hatch, M.J. (2005). Building theory from practice, Strategic Organization, 3(3): 337-348.

Singh, S. Bhukya, R. (2013), Brand Preference of Students towards Choosing Cellular Service Providers in Hyderabad City, Asia Pacific Journal of Marketing & Management Review, 2(5):17-29.

Suikkanen, E. (2010). How does employer branding increase employee retention, Dissertation of Human resource management and Marketing, in university of Lincoln, United Kingdom.

Tag, X. Hawley, J.M. (2009), measuring customer based brand equity: empirical evidence from the sportswear market in china, Journal of product and brand management, 18(4): 262-271.

Urde, M. Greyser, S. A. (2016(The corporate brand identity and reputation matrix–The case of the Nobel Prize. Journal of Brand Management23(1): 89-117.

Urde, M. (2013). The corporate brand identity matrix, Journal of Brand Management, 20 (9): 742-761.

Vallaster, C. Lindgreen, A. (2011). Corporate brand strategy formation: brand actors and the situational context for a business-to-business brand, Industrial Marketing Management, 40 (7): 1133-1143.

Van Riel, Cees B.M. & Balmer, J.M.T. (1997) corporate identity: the concept, its measurement and management, European Journal of Marketing, 31 (5/6): 340-355.

Vanka, G. (2011), Corporate Branding Effects on Consumer Purchase Preferences in Serbian Telecom Market, Applied Studies in Agribusiness and Commerce, Agroinform Publishing House, 5:91-104.

Wee, T. T. (2003). Factors affecting new product innovation in the consumer electronic industry, Singapore Management Review/

Wong, H.Y. Merrilees, B. (2005). A brand orientation typology for SMEs: a case research approach, Journal of Product & Brand Management, 14 (3): 155-162.