Author/Authors :
Zabihi، Mohammad Reza نويسنده Islamic azad university, mashhad, Iran. , , Mosavi، Ladan Sadate Rahmani نويسنده Islamic azad university, mashhad, Iran. , , Khadar، Elham Nasiri نويسنده Islamic azad university, mashhad, Iran. , , Fahiminia، Arash نويسنده Islamic azad university, mashhad, Iran. ,
Abstract :
The present study aimed to investigate feasibility of brand strategic management on brand
identity dimensions (A study of the brand of Sepah Bank). To do this, by referring to the
studies and adjusted model of brand strategies, dimensions and components of brand
identity are identified and based on these variables, a 25-item questionnaire is designed and
its validity is supported by faculty member of management and economy department. The
study population is the customers using Sepah bank services. The sample size is 384 based
on Morgan Table and the samples are selected randomly. To test the hypotheses of this
development study, structural equations modeling is applied. The results show the support
of all the study hypotheses and the high impact of bran reputation on creating a good image
of brand (applied software LISREL 8.54)
