Design a Brand Associative Network of Insurance Covering Transport Risks

Document Type : Original Article

Authors

1 Assistant Professor, College of Farabi, University of Tehran, Iran.

2 Associate Professor, College of Farabi, University of Tehran, Iran.

3 Assistant Professor, Department of Public Management (Policy Making), University of Hormozgan, Bandar Abbas, Iran.

4 M.Sc., Grad., College of Farabi, University of Tehran, Iran.

Abstract

The purpose of this study is to design a Brand Associative Network of Insurance Covering Transport Risks using the brand concept mapping technique. Identifying how valuation and the formation of concepts related to the brand concept in the minds of customers is a guide to achieve this goal. The statistical population of the study is the customers of these two insurance brands in the western region of Tehran and the available sampling method has been used to collect data. The present study is an exploratory or hybrid mixture. The data collection tool in the first stage of the interview was theoretical adequacy and content analysis method was used. In the second stage, data collection was self-evaluated and analyzed using the brand concept map method. As a result of this study, the final map of Iran Insurance brand concept with ten main associations including: Iran, risk, money, government, fire, death, agency, traditional system, antiquity and accident and also the final map of Pasargad insurance brand concept. They were drawn with ten main associations including: deposit, risk, money, cost, driving, premium insurance, Pasargad Bank, newness, privacy and concern.

Keywords

References

-ترکستانی، م.ص. بخشی­زاده برج، ک. و جاهدی، پ.، (1397)، "نگاشت شبکه تداعی‌های برند گردشگری منطقه آزاد کیش با استفاده از روش نقشه مفهومی برند"، مطالعات مدیریت گردشگری، 13(42)، ص. 41-65.
-زرافشان، س.، (1391)، "نگاشت شبکه وابستگی بانک ملت از منظر مشتریان با استفاده از روش نقشه مفهومی برند"، (­پایان نامه کارشناسی ارشد) دانشگاه شاهد-تهران.
-دهدشتی شاهرخ، ز.، (1398)، "نگاشت ادراکی شبکه تداعیات برند اپراتورهای داخلی با استفاده از نقشه مفهومی برند (مورد مطالعاتی: همراه اول)، فصلنامه علمی پژوهشی مدیریت برند، 6 (4)، ص. 109-134.
-دهدشتی شاهرخ، ز. بشیرپور، م.، (1398)، "نگاشت شبکه ادراکی بانک خاورمیانه با استفاده از نقشه مفهومی برند"،  فصلنامه انجمن علوم مدیریت ایران، 14(53)، ص. 60-79.
-عزیزی، ش. و بلورپارسا، .ر.، (1395)، "ترسیم شبکۀ تداعی‎های برند «بانک کشاورزی» و «بانک تجارت» با استفاده از فن نقشۀ مفهوم برند"، مدیریت بازرگانی، 8 (2)،
ص. 413-432.
-Aaker, D. A., (1996), “Building Strong Brands”, New York, N.Y.: The Free Press.
-Henderson, G.R., Iacobucci, D.  & Calder, B.  J., (1998), “Brand diagnostics:  Mapping branding effect using consumer associative networks”, European Journal of Operational Research, 111(2), pp.306–327.
-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), pp.549–563.
-Keller, K. L., (2003), “Brand Synthesis: The Multidimensionality of Brand Knowledge”, Journal of Consumer Research 29, No. 4,
pp. 595-600.
-Keller, K. L., (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, 57(1), pp.1–22.
-Kottemann, P., Plumeyer, A., & Decker, R., (2018), “Investigating feedback effects in the field of brand extension using brand concept maps”, Baltic Journal of رManagement, 13(1), pp.41–64.
-Smith, G. & French, A., (2011), “Measuring the changes to leader brand associations during the 0212 election campaign”, Journal of Marketing Management, 27 (7-8), pp.718-735.
-Wei, Y., (2014), “Using Brand Concept Maps to Examine the Extension of Ford and Jeep Brands”, LSU Master’s Theses, Retrieved from https://digitalcommons.lsu.edu.

Files

Share

How to cite

Statistics