Iranian journal of management sciences

Iranian journal of management sciences

Presenting a Model for Building Brand Identity in Iranian Banks

Document Type : Research Paper

Authors
Seyed Mahdi Saatchi 1
farzad asayesh 1
Sedighe Tootian Esfahani 2
Seyed Mahmood Hashemi 3
1 Department of Business Administration, Faculty of Humanities, Islamic Azad University, Qods City Branch, Tehran, Iran
2 , Department of Public Administration, Faculty of Humanities and Management, Islamic Azad University, Tehran West Branch, Tehran, Iran
3 Department of Business Administration, Faculty of Management and Social Sciences, Islamic Azad University, North Tehran Branch, Tehran, Iran
Abstract
One of the fundamental concepts in the domain of brand is brand identity. The purpose of this research is to discover the effective categories on brand identity building in Iranian banks and examine the relationships between them, in order to present a model. The method of this research is mixed and the systematic approach of Grounded theory has been used to design the model.In the qualitative phase we collected data from interviews with 23 banking experts (Mellat Bank) and research concepts were extracted from the text analysis of the interviews. Then, in order to confirm the qualitative phase of research and test the model, we used a questionnaire that was distributed among 112 banking experts (Sepeh, Maskan, Tejarat, Parsian and Saman banks). The sampling in the qualitative phase, was judgmental and snowballing, and in the quantitative part, was cluster sampling. In the process of qualitative data analysis, we found 350 primary codes, 79 concepts and 23 categories. The central phenomenon of this research was Building brand identity, and the findings included the following categories: lack of community awareness, lack of sufficient trust among society and customers, decrease in customer satisfaction, decrease in customer loyalty, domestic competitors, decrease in employee’s commitment and degradation of brand image as causal conditions. The categories of goals and strategies, human resources management, internal branding, communication, services and tools, financial strength and choosing the type of customers as strategies. The categories of organizational culture, structure and processes as background conditions. The categories of political, social and economic limitations as intervening conditions. The results of the research show that the use of strategies presented for brand identity building in banks has a high impact on achieving the consequences of creating brand citizenship behavior in employees and creating a favorable brand image in the society.
Keywords
Brand
Brand identity
Iranian banks
Grounded theory
Subjects
Aaker, D. A. (1996). Building strong brands. New York: The Free Press/Simon and Schuster.
Albert, S. & Whetten, D. A. (1985). Organizational identity, Research in Organizational Behavior, (7), 263– 295.
Ashforth, B.E., Harrison, S.H. and Corley, K.G. (2008), “Identification in organizations: an examinationof four fundamental questions”, Journal of Management, 34 (3), 325-374.
Barich, H., & Kotler, P. (1991). A framework for marketing image management. Sloan Management Review, 32(2), 94-104.
Belk, R. W. (1988), Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168.
Bravo, R., Matute, J. and Pina, J.M. (2015a), “Corporate identity management and employees’ responses”, Journal of Strategic Marketing, 25(1), 1-13.
Bravo, R., Matute, J. and Pina, J.M. (2015b), “Corporate identity management in the banking sector: effects on employees’ identification, identity attractiveness, and job satisfaction”,Service Business. 10(4), 687-714
Casidy,R ., Prentice,C,. Wymer,W.(2018). The effects of brand identity on brand performance in the service sector.  Journal of Strategic Marketing,  27( 8 ),  651-665.
Chernev, A.(2018), Strategic marketing management, Cerebellum Press.
Chung, S.-Y.(A). and Byrom, J. (2021), "Co-creating consistent brand identity with employees in the hotel industry", Journal of Product & Brand Management, 30 ( 1), 74-89.
Clottey ,S . Gyampoh, S A ., Anaba, M., Adeniji, R. (2023) Impact of Brand Identity and Brand Image On Fashion Entrepreneurs: A Case Study of Greater Accra Metropolis. International Journal of Vocational and Technical Education Research, 9(2). 50-77
Creswell, J. W. (2005), Educational Research: Planning, Conducting, and Evaluating Quantitative and Qualitative Research (2nd edition).
Daisy X. F. Fan, Cathy H. C. Hsu, Andy Xiaofeng Liu(2023). Transforming Brand Identity to Hotel Performance: The Moderating Effect of Social Capital. Journal of Hospitality & Tourism Research. 47,( 7)
Da Silveira,C., Lages,C., Simões,C.(2013),Reconceptualizing brand identity in a dynamic environment, Journal of Business Research, 66( 1), 28-36
De Chernatony, L. (1999). Brand management through narrowing the gap between brand identity and brand reputation. Journal of Marketing Management, 15(3), 157-179.
De Chernatony, L. & Drury, S. (2006). internal factors driving successful financial services brands. European Journal of Marketing, 40(5/6), 611-633.
De Chernatony, L. (2010), From Brand Vision to Brand Evaluation (3rd ed.), Butterworth-Heinemnn, Oxford.
De Chernatony ,L. and Wallace, E., (2011), The influence of culture and market orientationon services brands: insights from Irish banking and retail firms, Journal of ServicesMarketing, 25 (7),  475-488.
Decha Dechawatanapaisal, (2019) "Internal branding and employees’ brand outcomes: do generational differences andorganizational tenure matter?", Industrial and Commercial Training, 51 ( 4), 209-227.
Fornell, C. & Larcker, D. (1981) Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18 (1), 39-50
Foroudi, P., Jin, Z., Gupta, S., & Kitchen, P. J. (2017).Perceptional componentsof brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research., (89), 462-474.
Foroudi, P., Melewar, T. C., Gupta, S. (2018). Linking corporate logo,corporate image, and reputation: an examination of consumer perceptions in the financial setting. Journal of Business Research,67(11), 2269-2281.
Hawkins, J. (1994). A performance theory of order and constituency. Cambridge: University Press.
Herzog, H. (1963) Behavioral Science Concepts for Analyzing the Consumer. In: Bliss, P., Ed., Marketing and the Behavioral Sciences, Allyn and Bacon, Inc., Boston, 76-86
Holt,D.(2002). Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding, Journal of Consumer Research, 29(1), 70–90
Kapferer, J-N. (1997). Strategic Brand Management. London :Kogan Page.