Document Type : Original Research Paper
Authors
1 Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
2 Department of International Marketing Management, Faculty of Economics, Management and Administrative Sciences, Semnan, Iran
3 Department of Business Management, Faculty of Management, Payame Nour University of Dehdasht, Dehdasht, Iran
Abstract
The purpose behind the current study is to gain the measure of customer-oriented brand equity in the insurance industry. The basic framework of the study has been obtained according to the review of literature, researches and referring to the marketing managers, experts and genius people in the insurance industry of Iran, then its validity has been investigated based on the
experts’ comments. Analyzing the concept based on the integrated method, has been done in two phases. In the first phase (qualitative), recognizing the related measures has been done based on the data driventheory strategy and by doing deep interviews with the marketing managers and genius experts of the insurance industry in Iran. Then in the second phase (quantitative), these measures were judged by the statistical population (the customers of the insurance company under study in Tehran) and the degree of the importance of each measure was determined. The results indicated that customer-oriented brand equity in Iranian insurance industry include the relationship with the brand, performance, trust capability, value, interest and social image.
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