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

Document Type : Research Paper

Authors

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

4 Assistant Prof., Faculty of Management and Accounting, Allameh Tabataba’I University, Tehran,Iran

Abstract

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.
 

Keywords

References

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Quarterly Journal of Brand Management
Volume 5, Issue 2 - Serial Number 14
September 2018
Pages 83-117

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