Identifying Different Dimensions of Brand Transgression in the Iranian Banking Industry
Subject Areas : marketing
Gholamreza Shahbazi
1
,
Soleyman Iranzadeh
2
,
Bagher Asgarnezhad
3
1 - Department of management, Tabriz branch, Islamic Azad University, Tabriz, Iran
2 - Assistant Professor, Department of Management, Tabriz branch, Islamic Azad University, Tabriz, Iran
3 - Assistant Professor, Department of Management, Urmia University, Urmia, Iran
Keywords: Brand, Brand Transgression, Grounded Theory, Banking, Iran,
Abstract :
The main purpose of this research is to discover, identify and explain the causal conditions, consequences, intervening factors, contexts, and components of brand transgression in Iranian banking industry. In order to realize the exploratory purpose of the research, a qualitative approach based on the grounded theory method and based on conducting in-depth interviews was used, and targeted non-probability sampling and snowball methods were used. Based on this, 21 in-depth interviews were conducted with the most knowledgeable participants. The data obtained from the interviews were carefully checked and analyzed during three stages of coding. From the obtained data, there are 21 open codes for antecedents, 57 open codes for consequences, 49 open codes for contexts, 26 open codes for intervening factors, and finally 71 open codes for the components of brand the transgression in the industry. Since the banking system is considered as one of the most important intermediaries in the economic system of countries, reaching a complete understanding of the concept of brand transgression in this industry and identifying its antecedents, consequences, dimensions and components is a very broad and important research area that is discussed in this article and important theoretical and practical implications for researchers and practitioners are discussed.
