Rossi affects the logo of the company on the company's image and reputation (Case Study: Banking Industry)
Subject Areas : مدیریت
Sara
Mehraban
1
(M.A., Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran (Correspondence Officer))
Ahmad
Rahchamani
2
(Assistant Professor, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran)
Keywords: Corporate Image, Company Logo, Ccorporate reputation,
Abstract :
The main purpose of this research is to investigate the effect of the company logo on the corporate image and reputation in the banking industry. Based on taret, the research was an applied and in terms of method, was a descriptive survey. The main tool for collecting information was a standard questionnaire which its validity and reliability were examined before use. The statistical population in this research was all customers of public and private banks in Tehran, among private banks of three Parsian, Pasargad and Saman banks and among public banks, Melli banks, Mellat and Saderat were selrcted. The questionnaires were distributed by categorized sampling method. The collected data were analyzed using AMOS software and the results showed that the corporate logo influences improvement of attitude toward advertising, recognition and familarity. Alsothis variables has a significant effect on improvement of corporate image and finally, the corporate image has a positive and significant effect on organizational reputation.
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