Analysis of the factors affecting development of the services brand identity

Document Type : Research Paper

Authors

1 Assistant Prof., Mohaggagh Ardabil University, Ardabil, Iran

2 MSc. in Business Management, Islamic Azad University, Najaf Abad, Isfahan, Iran

Abstract

The current study aims to investigate the factors affecting  development of the services brand identity in insurance industrial. Therefore, considering the importance of brand identity, and in order to succeed in today's competitive market, in this paper, the relevant literature in the field of brand identity development is reviewed to investigate the effect of its dimension on development and optimization services brand. The population includes 112 agencies and branch offices of Iran insurance in Ardabil province. SPSS and LISREL software are used for data analysis. The research findings indicate that such dimensions as marketing culture and brand personality have a nonsignificant impact on the development of the brand identity services and brand visual identity. Coustomer relationship management and integration marketing communication have been shown to have a significant and positive impact on the development of the brand identity services in Iran insurance industry.

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