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Examining the Factors Impacting the Improvement of Brand Meaning for Airlines

Pakdaman, Kamyar | 2019

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 52531 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Karami, Naser
  7. Abstract:
  8. Today, many organizations have come to believe that one of their most valuable assets is their product and/or service brands. In today's complex and challenging world, we are all faced with increasing options and decreasing time for decision making and making our choices. On this basis, the ability of brands to simplify decision making for customers, reduce risks and define expectations for them is invaluable. In recent decades, the issue of branding has become an important part of business strategy. Branding plays an important and special role in service organizations, because powerful brands have a significant impact on customers' decisions and perceptions of the brand. In this research, considering the models and literature available in the areas of service management and brand management, we have tried to develop approaches and ideas for improving the branding methods for service companies in Iran through evaluating the role of service recovery, physical environment, distribution channels and WoM in creating brand equity for service companies. In this study, we evaluated the validity of these approaches using Wilcoxon signed rank test, which indicated the relationship between these factors and brand equity. Furthermore, in this study the airlines industry is used as a case for testing this hypotheses
  9. Keywords:
  10. Branding ; Brand Image ; Brand Equity ; Brand ; Brand Meaning ; Brand Management

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