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jalali nazari, Ali, Heidarzadeh Hanzaei, Kambiz, Saeednia, Hamidreza. (1402). Providing a model for identifying the factors affecting the brand of banks: Investment approach on equity. , 8(29), 93-115. doi: 10.30495/ijfma.2023.21127
Ali jalali nazari; Kambiz Heidarzadeh Hanzaei; Hamidreza Saeednia. "Providing a model for identifying the factors affecting the brand of banks: Investment approach on equity". , 8, 29, 1402, 93-115. doi: 10.30495/ijfma.2023.21127
jalali nazari, Ali, Heidarzadeh Hanzaei, Kambiz, Saeednia, Hamidreza. (1402). 'Providing a model for identifying the factors affecting the brand of banks: Investment approach on equity', , 8(29), pp. 93-115. doi: 10.30495/ijfma.2023.21127
jalali nazari, Ali, Heidarzadeh Hanzaei, Kambiz, Saeednia, Hamidreza. Providing a model for identifying the factors affecting the brand of banks: Investment approach on equity. , 1402; 8(29): 93-115. doi: 10.30495/ijfma.2023.21127

Providing a model for identifying the factors affecting the brand of banks: Investment approach on equity

International Journal of Finance & Managerial Accounting
دوره 8، شماره 29، تیر 2023، صفحه 93-115  XML اصل مقاله (1.27 M)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.30495/ijfma.2023.21127
نویسندگان
Ali jalali nazari1؛ Kambiz Heidarzadeh Hanzaei email 2؛ Hamidreza Saeednia3
1Ph.D. Student, Department of Business Management, UAE Branch, Islamic Azad University, Dubai, United Arab Emirates
2Associate Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
3Associate Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
چکیده
The brand of banks as one of the active institutions in the financial economy of the country and determining its value is one of the most important issues of knowledge and professionalism of businesses, which in this study has a special focus.
In the present study, the researcher has considered the issue of customer confusion in brand selection and by focusing on determining the specific value, identified the components affecting the brand of banks using the in-depth interview approach and finally presented the appropriate model.
Summary of the research results shows that out of the identified factors resulting from axial coding, a limited number of factors such as reducing customer confusion have a significant impact on brand equity and banks pay attention to it and invest in it to strengthen their brand.
Keywords: branding, brand equity, investment, bank competitiveness, customer service
Keywords: branding, brand equity, investment, bank competitiveness, customer service
کلیدواژه‌ها
branding؛ brand equity؛ investment؛ bank competitiveness؛ customer service
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