Analyzing the Conditions and Contexts Affecting the Institutionalized Branding of Saderat Bank from Media Advertisements using the Contextual Theory Method

Subject Areas : Business Management

Akram  Salari ¹ (1. Ph.D. Student of Media Management, Yazd Branch, Islamic Azad University, Yazd, Iran.)
SeyedAlireza  Afshani ² (2. Professor, Department of Sociology, Faculty of Social Sciences, Yazd University, Yazd, Iran.)
Shadi  Zabet ³ (3. Assistant Professor of Communication Sciences, Department of Human Sciences, Yazd Branch, Islamic Azad University, Yazd, Iran.)

Received: 2023-11-18 Accepted : 2024-03-06 Published : 2024-03-17

Keywords: Advertising, customer insight, alignment of interests, branding, Saderat Bank. ,

Abstract :

The purpose of this research is to present the desired institutionalized branding model of Saderat Bank using the grounded theory approach. The target population of the research is public relations and marketing experts, who were selected using purposeful and theoretical sampling in the number of 14 people. The data collection tool is a semi-structured interview, and the data analysis was done in three stages of open, central and selective coding. The findings show that in order to improve the brand of Saderat Bank, platforms must be provided to increase its production. These platforms include 3 causal conditions (economic turmoil, strategic advertising planning, bank mission), 4 background conditions (interactive behavior of the bank, competitive advertising based on knowledge, justification of banking plans, professional ethics), 4 intervening conditions (disappointment of customer trust, pathology of advertising) 9 strategies (targeted advertising strategies, customer relationship management, quality of interactions and customer relationship, key factors in CRM implementation, strategic advertising leadership, audience-based advertising evaluation, social management of advertising, creation of opportunities new, advertisement renewal strategy) and 4 consequences (brand development, continuous improvement of performance, convergence of interests, alignment of interests). Based on this, institutionalized branding in the minds of customers shows itself through advertisements in different formats and by developing a suitable model.

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