Network Mapping of Internal Messenger’s Brand Associations (Case Study: Soroush Messenger)

Document Type : Research Paper

Authors

1 Assistant Prof، Faculty of Management ،Accounting،Allameh Tabataba’i University،Tehran، Iran

2 MSc، Business Management،Allameh Tabataba’i University، Tehran،Iran

3 Phd student in marketing management، Allameh Tabataba’i University،Tehran،Iran

Abstract

With the pervasiveness of smartphones and the spread of the internet by mobil operators, the use of messengers in Iran has grown dramatically. However, in the absence of proper messenger inside the country, people have been encouraged to use foreign messengers. Some foreign messengers have been able to face good luck due to their proper speed, ease of use, and free access. After a while, several internal messengers attempted to attract more users by providing the proper messengers. In this research, it is attempted to express the viewpoint of the participants towards this messenger by using the brand concept map technique and drawing Soroush brand concept map so that the managers of internal messenger and related policy makers can better understand the users' attitude. This research is an applied one in term of purpose and it is descriptive-survey oriented. In this study, 100 people were selected in Tehran city, among which, half of them had experienced Soroush and the other half had no history of using this messenger. The brand concept map method was done in three stages. In the first stage, important associations of Soroush brand were extracted; in the second stage the participants linked the selected associations in the previous stage to each other and to the brand, and in the third stage, the Soroush messenger brand consensus map was drawn using the individual maps collected in the previous step. The results of the study showed that the number of associations expressed by individuals with and without experience of using Soroush messenger is thirteen, among which only two associations shared by both groups including "Iranian" and "Free Internet" proposed as favorable associations. Among the unfavorable associations, "low speed", "information insecurity","coercion" and "low users" are common in both groups.

Keywords

Main Subjects

References

اسمعیلی ابهریان، مرضیه (1393). نگاشت شبکه تداعی­های برند از منظر مصرف­کنندگان با استفاده از روش نقشه مفهومی
 برند، مورد مطالعاتی: ایرانسل و همراه اول. پایان‌نامه کارشناسی ارشد. دانشگاه الزهرا.
بخشی­زاده­برج، کبری، داورزنی، ناصر و دیلمی­معزی، پیمان (1395). در مقاله خود با عنوان «استخراج نقشه ارزش‌های
کاربران پیام‌رسان‌های موبایلی با استفاده از تکنیک نردبانی (بر اساس تئوری وسیله-هدف)»، مدیریت برند، دوره 3، شماره 4، 95-122.
جاهدی، پدرام (1395). نگاشت شبکه تداعی­های برند گردشگری منطقه آزاد کیش با استفاده از روش نقشه مفهومی برند.
 پایان‌نامه کارشناسی ارشد. دانشگاه علامه طباطبائی.
داورزنی، ناصر (1395). نگاشت نقشه ذهنی مصرف­کنندگان نسبت به کالای ایرانی با استفاده از روش استخراج استعاره.
پایان‌نامه کارشناسی ارشد. دانشگاه علامه طباطبائی.
دهدشتی­شاهرخ، زهره و بشیرپور، مهدی (1398). نگاشت شبکه ادراکی بانک خاورمیانه با استفاده از نقشه مفهومی برند.
 فصلنامه علوم مدیریت ایران. شماره 53.
رستم­پور، زهرا (1393). نگاشت شبه تداعی­های برند با استفاده از BCM، مورد مطالعاتی: دانشگاه علامه طباطبائی. پایان­نامه کارشناسی ارشد. دانشگاه علامه طباطبائی.
کلر، کوین لین (2008). مدیریت استراتژیک برند. ترجمه عطیه بطحایی (1395). تهران: سیته.
محمدی، فاطمه (1393). نگاشت شبکه وابستگی نام تجاری بیمه‌گذاران با استفاده از روش BCM، مورد مطالعاتی: بیمه
 ملت. پایان‌نامه کارشناسی ارشد. دانشگاه شاهد.
محمدیان، محمود و رونقی، محمدحسین. (1393). دانش برندینگ در عمل. تهران: کتاب مهربان نشر.
نوئل کاپفرر، ژان. (1385). مدیریت راهبردی نام تجاری. ترجمه سینا قربانلو تهران: مبلغان.
Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3).
Aaker, D. A. & Equity, M. B. (1991). Capitalizing on the Value of a Brand Name. New York, 28(1), 35-37.
Bakhshizadeh Borj, K. Davarzani, N. (2019). Mapping Consumers' Mental Model of Iranian products. Consumer Behavior Studies Journal, 6(1), 171-191. (in Persian)
Bakhshizadeh, K. Davarzani, N. Deylami Moezie, P. (2017). Eliciting Value Map of Mobile Instant Message Application Users through Laddering Technique (Based on Means–End Theory). Brand Management, 3(4), 95-122. doi: 10.22051/bmr.2018.9042.1076(in Persian)
Böger, D. Kottemann, P. Meißner, M. & Decker, R. (2017). A mechanism for aggregating association network data: An application to brand concept maps. Journal of Business Research, 79, 90-106.
Claire, Kevin Lane (2008). Strategic brand management. Translated by Atieh Batahi (2015). Tehran: Siteh published (in persian)
dehdashti shahrokh, Z. bashirpour, M. (2019). Mapping the perception network of Iran’s Middle Eastern Bank: Using brand conceptual map. Iranian journal of management sciences, 14(53), 60-79. (in Persian)
Ghazizadeh, M. torkestani, M. mohamadi, F. (2016). Mapping Brand Association Network Using Brand Concept Map. Iranian Journal of Trade Studies, 20(78), 149-178. (in Persian)
John, D. R. Loken, B. Kim, K. & Monga, A. B. (2006). Brand concept maps: A methodology for identifying brand association networks. Journal of marketing research, 43(4), 549-563.
Li, J. Hao, H. & Huang, M. (2017, May). Empirical Study on Chinese Brand Concept in the Mind of the Foreigner Based on BCM Technology. In 2017 3rd International Conference on Humanities and Social Science Research (ICHSSR 2017). Atlantis Press.
Mohammadian, Mahmoud and Ronaghi, Mohammad Hussein. (1393). Branding knowledge in practice. Tehran: mehraban nashr published. (in Persian)
Noel Kappferr, Jean. Strategic brand management. Translated by Sina Ghorbanloo (1385). Tehran: mobaleghan published. (in Persian)
Rostampour, Zahra (1393). Mapping brand quasi-associations using BCM, case study: Allameh Tabatabai University. Master Thesis. Allameh Tabatabai University. (in Persian)
Torkestani, M. Bakhshi Zadeh Borj, K. Jahedi, P. (2018). Mapping Associations Networks of Kish Free Zone’s Tourist Branding Using Brand Conceptual Mapping Method. Tourism Management Studies, 13(42), 41-65. doi: 10.22054/tms.2018.9014 (in Persian)
Zaltman, G. & Coulter, R. H. (1995). Seeing the voice of the customer: Metaphor-based advertising research. Journal of advertising research, 35(4), 35-51.

Files

Share

How to cite

Statistics