شناسایی مولفه های تخلف برند در صنعت بانکداری ایران
الموضوعات :
غلامرضا شهبازی
1
,
سلیمان ایران زاده
2
,
باقر عسگر نژاد
3
1 - گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
2 - گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
3 - دانشیار گروه مدیریت بازرگانی، دانشگاه ارومیه، ارومیه، ایران
الکلمات المفتاحية: برند, تخلف برند, بانکداری, ایران,
ملخص المقالة :
هدف اصلی تحقیق حاضر کشف، شناسایی و تبیین مولفه های تخلف برند در صنعت بانکداری ایران می باشد. در راستای تحقق بخشیدن به هدف اکتشافی تحقیق، از یک رویکرد کیفی بر اساس انجام مصاحبه های عمیق بهره گرفته شده و از روش های نمونه گیری غیر احتمالی هدفمند و گلوله برفی استفاده به عمل آمده است. بر این اساس،21 مصاحبه عمیق با مطلع ترین افراد از جوانب مختلف صنعت بانکداری انجام گرفت. داده های بدست آمده از مصاحبه ها به دقت بررسی شده، و طی سه مرحله کد¬¬گذاری مورد تحلیل قرار گرفتند. پس از بررسی سطر به سطر مصاحبه های انجام شده با مشارکت کنندگان در تحقیق به کدگذاری، مفهوم پردازی و مقوله بندی داده های بدست آمده پرداخته شد. از داده های بدست آمده تعداد 71 کد باز برای ابعاد و مولفه های تخلف برند در صنعت بانکداری ایران استخراج گردید. بدین ترتیب، از آن¬جایی که نظام بانکداری یکی از مهم ترین حلقه های واسط سیستم اقتصادی کشورها به حساب می آید، رسیدن به درک کاملی از مفهوم تخلف برند در این صنعت و شناسایی مولفه های آن حوزه تحقیقی بسیار گسترده و مهمی است که در این مقاله بدان پرداخته شده و نکات نظری و کاربردی مهمی نیز برای محققان و مدیران در برداشت.
دورباطی، م. ن.، نجف آبادی، ه. ع.، و پنجه پور، ج. (1395). بررسی فقهی موارد استثناء شده از حرمت ربا. مبانی فقهی حقوق اسلامی، 9 (18)، 145-169.
مهربان پور، م. ر.، موسویان، س. ع.، حشمتی، م. ر. (1398). نقد نظریه یانکداری بدون ربا از ایده تا اجرای آن در ایران (با تاکید بر قانون بانکداری بدون ربا). پژوهشنامه انتقادی متون و برنامه های علوم انسانی، 19 (9)، 211-236.
Ahn, H., Sung, Y., and Drumwright, M. E. (2016). Consumer emotional intelligence and its effects on responses to transgressions. Marketing Letters. 27 (2), 223-233
. Altaf, M., Iqbal, N., Mokhtar, S. S. M., and Sial, M. H. (2017). Managing Consumer-Based Brand Equity Through Brand Experience in Islamic Banking. Journal of Islamic Marketing, 8 (2), 218-242
. Armstrong, G., Kotler, P., Harker, M., and Brennan, R. (2019). Marketing, An Introduction. Pearson, Harlow, UK
. Aw, E. C. X., and Labrecque, L. (2022). Celebrities as Brand Shields: The Role of Parasocial Relationships in Dampening Negative Consequences From Brand Transgressions. Journal of Advertising, 52 (3), 387-405
. Burgess, J., Spinks, W., and Sharma, B. (2020). The Effect of a Brand Transgression on a Politian’s Brand Resonance: The Case of Kevin Rudd. Journal of Political Marketing, 19 (4), 362-385
. Burmann, C., Riley, N. M., Halaszovich, T., and Schade, M. (2017). Identity Based Brand Management: Fundamentals, Strategy, Implementation, Controlling. Springer Gabler, Wiesbaden, Germany
. Chaker, N. N., Beeler, L. L., and Delpechitre, D. (2021). Can Customer Loyalty to a Salesperson be Harmful? Examining Customer Perceptions of Salesperson Emotional Labor Strategies Post Ethical Transgressions. Industrial Marketing Management, 96 (1), 238-253
. Dellatti, S., and Trotta, A. (2016). Managing Reputation in The Banking Industry, Theory and Practice. Springer, Switzerland
. Gerrath, M. H. E. E., Brakus, J. J., Siamagka, N. T., and Christodoulides, G. (2023). Avoiding the Brand fo me, us, or Them? Consumer Reactions to Negative Brand Events. Journal of Business Research. 156, 1-11
. Habib, S. F. (2018). Fundamentals of Islamic Finance and Banking. Wiley, United Kindgdom
. Hati, S. R. H., Putri, N. I. S., Daryanti, S., Wibowo, S. S., Safira, A., and Setyowardhani, H. (2022). Brand Familiarity vs Profi-Sharing Rate: Which Has a Strong Impact on Muslim Customers’ Intention to Invest in an Islamic Bank?. Journal of Islamic Marketing, 13 (8), 1703-1727
. Hollensen, S. (2019). Marketing Management, a Relationship Approach, Pearson Benelux, Amsterdam
. Jabeen, F., Kaur, P., Talwar, S., Malodia, S., and Dhir, A. (2022). I Love You, But You Let Me Down! How Hate and Retaliation Damage Customer-Brand Relationship. Technological Forecasting and Social Change, 174, 1-13
. Jennings, A. (2006). The Secret World of FIFA: Bribes, Vote Rigging and Ticket Scandals. Harper Sport. Johnson, A. R., Folkes, V. S., and Wang, J. (2018). When one Bad Apple Spoils Consumers’ Judgement of the Brand: Exposure to an Employee’s Non-Workplace Transgression and Potential Remedies. Journal of the Academy of Marketing Science, 46 (4), 725-743
. Jones, W. H., Moore, D. S., Schratter, A., and Negel, L. A. (2000). Interpersonal Transgressions and Betrayals, in: Kowalski, R. M. (Ed.). behaving Badly: Aversive Behaviors in Interpersonal Relationships. American Psychological Association, Washington DC, pp. 233-256
. Karaosmanoglu, E., Isiksal, D. G., & Altinigne, N. (2018). Corporate brand transgression and punishing the transgressor: moderation of religious orientation. Journal of Product & Brand Management. 27 (2), 221-234
. Keller, K. L., and Swaminathan, V. (2020). Strategic Brand Management: Building, Measuring and Managing Brand Equity. Pearson, London. Kennedy, E., and Guzman, F. (2021). No Matter What You Do, I Still Love You: An Examination of Consumer Reaction to Brand Transgressions. Journal of Product & Brand Management, 30 (4), 594-608
. Khamitov, M., Gregoire, Y., and Suri, a. (2020). A Systematic Review of Brand Transgression, Service Failure Recovery and Product Harm Crisis: Integration and Guiding Insights. Journal of the Academy of Marketing Science, 48 (1), 519-542
. Kuchmaner, C. A., Wiggins, J., and Grimm, P. E. (2019). The Role of Network Embeddedness and Psychological Ownership in Consumer Responses to Brand Transgression. Journal of Interactive Marketing, 47, 129-143
. Kulow, K., Kwon, M., and Barone, M. J. (2021). Does Seeing Bad Make you do Good? How Witnessing Retail Transgressions Influence Responses to Cause Marketing Offers. Journal of Business Research, 132 (1), 680-692
. Lee, C., and Bang, H. (2021). Managing Athlete Brands in Transgressions: Influence of Athlete Performance Level and the Severity of the Transgression on Consumer Perceptions of the Athlete. Journal of Global Sport Management, 1-19
. Lee, J. S., and Kwak, D. H. (2016). Consumers’ Responses to Public Figures’ Transgression: Moral Reasoning Strategies and Implications for Endorsed Brands, 137 (1), 101-113
. Lee, Y. H., Hsiao, C., Chan, H. Y., and Lee, I. C. (2020). Exploration of Employee-Based Brand Equity in the Banking Industry From a Perceived-Leadership Perspective. International Journal of Bank Marketing, 38 (2), 425-455
. Lick, E., Wochele, H., & Fischer, F. (2020). Branding Strategies of European Retail Banks: A Linguistic Comparison Between Brand Names for Financial Products, In: Lopez, F. J. M., Abad, J. C. G., & Breugelmans, E. (Eds.). Advances in National Brand and Private Label Marketing. SPBE Seventh International Conference, Barcelona, Spain, pp. 12-21
. Matute, J., Torello, J. L. S., and Saumell, R. P. (2021). The Influence of Organizations’ Tax Avoidance Practices on Consumers’ Behavior: The Role of Moral Reasoning Strategies, Political Ideology, and Brand Identification. Journal of Business Ethics, 174 (2), 369-386
. Melovic, B., Vukcevic, M., and Dabic, M. (2021). The Midas Touch of Branding: Banks’ Brand Value, Intellectual Capital and the Optiimization of the Interbrand Methodology. Journal of Intellectual Capital, 22 (7), 92-120
. Park, J. K., and John, D. R. (2018). Developing Brand Relationships after a Brand Transgression: The Role of Implicit Theories of Relationships. Journal of the Association for Consumer Research, 3 (2), 175-187
. Pich, C., and Spry, L. (2020). Understanding Brands With Contemporary Issues. In: Foroudi, P., and Palazzo, M. (Eds.). Contemporary Issues in Branding, Routledge, New York, pp: 11-34
. Rajagopal (2019). Competitive branding strategies: managing performance in emerging markets. Palgrave Macmillan, Mexico City
. Raposo, D. (2022). Design, Visual Communication and Branding. Cambridge Scholars Publishing, Newcastle, UK
. Reinikainen, H., Tan, T. M., Luoma-aho, V., and Salo, J. (2021). Making and Breaking Relationships on Social-Media: The Impacts of Brand and Influencer Betrayals, 171 (2), 1-9
. Rifon, N. J., Jiang, M., and Wu, S. (2023). Consumer Response to Celebrity Transgression: Investigating the Effects of Celebrity Gender and Past Transgressive and Philanthropic Behaviors Using Real Celebrities. Journal of Product and Brand Management, 32 (4), 517-529
. Sayin, E., and Gürhan-Canlı, Z. (2015). Feeling Attached to Symbolic Brands Within the Context of Brand Transgressions. Brand Meaning Management (Review of Marketing Research), 12, 233-256
. Schembera, S., and Scherer, A. G. (2017). Organizational Strategies in the Context of Legitimacy Loss: Radical Versus Gradual Responses to Disclosed Corruption. Strategic Organization, 15 (3), 301-337
. Sharma, I., Jain, K., and Behl, A. (2020). Effect of Service Transgression on Distant Third-Party Customers: The Role of Moral Identity and Moral Judgement. Journal of Business Research, 121, 696-712
. Singh, J., and Crisafulli, B. (2023). Brands and Consumers, A Research Overview. Routledge, London
. Soleimani, M., Dana, L. P., Salamzadeh, A., Bouzari, P., and Ebrahimi, P. (2023). The Effect of Internal Branding on Organizational Financial Performance and Brand Loyalty: Mediating Role of Psychological Empowerment. Journal of Asian Business and Economic Studies, 30 (2), 143-163
. Stabler, S., and Fischer, M. (2020). When Does Corporate Social Irresponsibility Become News? Evidence From More Than 1000 Brand Transgressions Across Five Countries. Journal of Marketing, 84 (3), 46-67
. Steenkamp, J. B. (2017). Global Brand Strategy: World-Wise Marketing in the Age of Branding. Palgrave Macmillan, London. Steinman, R. B. (2012). Brand Personality, Brand Transgression, and Consumer Behavior. International Journal of Business and Commerce, 2 (1), 76-83
. Sultan, A. (2020). Identifying Brand Touchpoints to Increase Switching Costs in the Banking Industry. International Journal of Bank Marketing, 38 (3), 718-736
. Sveinson, K., and Hoeber, L. (2020). “So begins the demise of #superman from metropolis”: consumers’ twitter reactions to an athlete’s transgression. Sport Management Review. 23 (5), 810-823
. Trump, R. K. (2014). Connected consumers’ response to negative brand actions: the roles of transgression self-relevance and domain. Journal of Business Research. 67 (9), 1824-1830
. Villa, J. (2015). Ethics in Banking, The Role of Moral Values and Judgements in Finance. Palgrave McMillan, London
. Wheaton, B., and Thorpe, H. (2022). Action Sports and the Olympic Games: Past, Present, Future. Routledge, New York, NY. Whitler, K. A., Besharat. A., & Kashmiri, S. (2021). Exogenous brand crises: brand infection and contamination. Marketing Letters. 32 (10), 129-133
. Youn, S. Y. (2022). Negative Spillover of Moral Irresponsibility into Anti-Brand Behaviors: The Role of Moral Emotion and Disengagement in Ethical and Social Transgressions. Journal of Product & Brand Management, 31 (8), 1301-1317
. Zhang, C., Kashmiri, S., and Cinelli, M. (2019). How Does Brand Age Influence Consumer Attitudes Toward a Firm’s Unethical Behavior? Journal of Business Ethics, 158 (3), 699-711
.
