Modeling the Improvement of the Brand Mental Image of the Holdings through the Development of Intellectual Capital

Document Type : Research Paper

Author

Assistant Professor, Department of Business Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran

Abstract

Strengthening and utilizing the intellectual capital that is the product of thinking can change the mental image of customers about the characteristics of human resources, infrastructure and facilities and communication networks of the holdings in the market and create an excellent competitive position for them. Accordingly, this study examines how to improve the brand mental image of the holdings through the development of intellectual capital. The present study has an applied orientation with explanatory purpose and Interpretive Structural Modelling technique has been used to analyze the collected data through interviews with 14 senior managers of one of the largest holdings in the country. These individuals were selected in a targeted and non-random manner. The number of samples was determined based on theoretical saturation and snowball method. The findings showe that strengthening the intellectual capital of the holding affects the customers mental image of the holding brand, and the mental image of the dimensions of the holdings' intellectual capital in order of importance include the mental image of human capital, relational capital and structural capital.

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References

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