Branding to create consumer value in the Iranian banking system

Document Type : Research Paper

Authors

1 Ph.D. student, Faculty of Management, Azad University, Sanandaj Branch

2 Professor, Faculty of Management and Accounting, Shahid Beheshti University

3 Assistant Professor, Faculty of Management, Azad University, Sanandaj Branch

4 Associate Professor, Faculty of Management, Azad University, Sanandaj Branch

10.34785/J018.2019.823

Abstract

Branding is emerging as a new form of customer-bank communication in order to compete and dominate the banking industry's marketing paradigm. This concept is very dynamic and, despite extensive research, has not yet been adequately explored. The purpose of this research is to identify and classify the constituent factors in the banking industry that in terms of outcome, development and in terms of purpose, it is practical. The present study employs a hybrid approach, in which the constituent factors of the brand in the banking industry of the country are first identified by studying the theoretical foundations using Delphi method and then by interpreting structural modeling approach to the leveling of branding factors. Is. Research findings indicate that eleven branding factors in the banking system at five levels including brand loyalty; Brand desire, brand attachment and brand trust; Dimensions of brand commitment, brand satisfaction, brand personality, brand reputation; Perceived value; service quality and Brand Identity.

Keywords

References

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Consumer Behavior Studies Journal
Volume 6, Issue 1
August 2019
Pages 193-211

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