نوع مقاله : پژوهشی (با رویکردهای کیفی)
نویسندگان
1 مشاور تحقیقاتی صنعت بانکی/دانشجوی دکتری دانشکاه تهران - رفتار سازمانی و منابع انسانی
2 استادیار پردیس فارابی دانشگاه تهران
3 استادیار دانشکده مدیریت دانشگاه تهران
4 استادیار گروه مدیریت دانشگاه تهران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Purpose: Nowadays for making strong brands, service organizations need to activate and institutionalize their brand values within the organization; With this premise, the leading research has been defined and implemented with the aim of developing a internal brand activation model from the perspective of human resource management activities in service organizations.
Design/Methodology/Approach: Case study method was employed with a qualitative approach in Bank Mellat to conduct the research. Research was designed in two main stages and in-depth interviews were conducted with 19 relevant managers and experts in Bank Mellat; also a focus group of 9 branch heads complemented the first part of the research; In the second phase of the qualitative study, 14 focus groups were conducted, which included 7 general groups and 7 specialized groups of senior managers of Bank Mellat, and discussed the issue of internal brand activation.
Research Findings: Dtaa analysis obtained from 151 people in qualitative session, using theme analysis method, obtained 751 code sources. After analyzing the results, 112 sub-codes related to internal brand activation were identified and classified into 37 concepts and 15 categories. Also, to evaluate the reliability of coding, the agreement coefficient of kappa (0.303 at a significance level of 0.016) was used, which is in an acceptable level.
Limitations & Consequences: The limitation of this research has been to do it in one bank, which makes it difficult to generalize it to the whole ecosystem.
Practical Consequences: This study provides an executive framework for brand activation in service organizations.
Innovation or value of the Article Addressing a new concept that has an important place in the branding process and a model that with a systematic structure, will streamline the brand in the spirit of the organization.:
Keywords: Brand Management; Brand Essence; Brand Activation; Internal Brand Activation
Paper Type: Case Study
کلیدواژه‌ها [English]
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