A Conceptual Model for of Brand Value Creation in Insurance Industry with Focus on Investment on Life Insurance.

Subject Areas : Journal of Investment Knowledge

mohamad rezaei ¹ , Hamid Reza Saeednia ² , Zahra Alipour Darvish ³

1 - PhD student, Department of Business Administration, I.A.U Branch, Islamic Azad University, Dubai, United Arab Emirates.
2 - Associate Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Associate Professor. Department of Public Management, North Tehran Branch, Islamic Azad University Tehran, Iran.

Received: 2021-05-18 Accepted : 2021-05-30 Published : 2024-06-21

Keywords: "Brand Value Creation, ", " Life Insurance", " Mix Method", "Insurance Industry", ,

Abstract :

Today, in the vast majority of leading and successful countries, one of the main pillars of maintaining material and intangible resources of governments, organizations, institutions, etc. is the insurance industry.Insurance companies try to provide people with the coverage they need, by insuring the risks that threaten their health and even their lives, to provide peace of mind to people.Among the various disciplines of insurance, life insurance is of particular importance due to its significant benefits. Life insurance plays an important role in the financial lives of individuals and families. Because this type of insurance is insurance against loss of income due to the death of the head of the familyThe present study aimed to identify the factors affecting the concept Brand Value Creation in Insurance Industry with Focus on Investment Life Insurance. This was a fundamental research trying to work out a conceptual model for the explanation of Brand Value Creation in Insurance Industry with Focus on Life Insurance. To this end, the author employed a mixed methodology. In the qualitative section, the Grounded Theory including open, axial, and selecting codings was used in order to develop the research model. In the quantitative section, a descriptive survey came to use and the model was tested via Amos software. Afterwards, the results were confirmed in a goodness-of-fit model, and presented in the form of 6 categories and 28 minor subcategories.

References:

• آقازاده، لطیف. رزمجوی، محرم (1368). بررسی علل بازخرید بیمه‌های عمر و پس‌انداز شرکت سهامی بیمه ایران در شهر ارومیه بین سال‌های 1380 لغایت 1385. چهاردهمین همایش بیمه و توسعه، تهران.


• پارسامنش،علی جاسمی ،محمد (1398) شناسایی و اولویت بندی عوامل موثر بر تقاضای بیمه عمر در ایران. دومین کنفرانس ملی تحقیقات بنیادین در مدیریت و حسابداری.


• دانایی‌فرد، حسن (1392). استراتژی‌های نظریه‌پردازی، تهران، انتشارات سمت.


• دانایی‌فرد، حسن. اسلامی، آذر (1390). کاربرد استراتژی پژوهشی نظریه داده بنیاد در عمل: ساخت نظریه بی‌تفاوتی سازمانی، تهران، انتشارات دانشگاه امام صادق.


• عابد، مجتبی و سازگار، احمد (1397). تحلیل عوامل مؤثر بر بازخرید بیمه‌نامه‌های عمر و پس‌انداز. سمینار توسعه بیمه‌های زندگی در تهران.


• عباسی، ابراهیم و سازگار، احمد (1383). شناخت علل بازخرید بیمه‌نامه‌های عمر و پس‌انداز در شرکت بیمه ایران. فصلنامه صنعت بیمه، 19 (2)، 119-78.


• رهنمارودپشتی، فریدون و همکاران( 1399)دایره المعارف جامع کآرآفرینی جلد اول، دوم و سوم، انتشارات سازمان مدیریت صنعتی، با حمایت گروه صنعتی پژوهشی زر


• قدمیان، شراره (1392). عوامل اقتصادی مؤثر بر بازخرید بیمه‌نامه عمر و پس‌انداز شهر تهران. پایان‌نامه کارشناسی ارشد. دانشگاه آزاد اسلامی واحد تهران جنوب.


• مهدوی، غدیر. افقی، رضا. عابد، مجتبی (1394). بررسی اثر ریسک‌گریزی بر بازخرید بیمه‌نامه‌های عمر. مطالعه موردی بازار بیمه ایران. پژوهش‌نامه بیمه، 30 (3)، 75-61.


• دانایی‌فرد، حسن. الوانی، مهدی و آذر، عادل (1383). روش‌شناسی پژوهش کیفی در مدیریت: رویکردی جامع، تهران، انتشارات صفار – اشرافی.


• Arge, K. Hjelmbrekke, H. (2012), “Value enhancing processes in building and real estate”, Proceedings of the joint CIB W, 70, W092.


• Chen, H. J., and Sun, T. H. (2014). “Clarifying the impact of product scarcity and perceived uniqueness in buyers' purchase behavior of games of limited-amount version,” Asia Pacific Journal of Marketing and Logistics, Vol. 26(2), pp. 232-249


• Doreen Pick, Peter Kenning, and Felix Eggers (2012), "The Effects of Scarcity Claims on Consumers’ Willingness to Pay", in NA - Advances in Consumer Research Vol40

 

• Gummerus, Johanna, (2018) Value creation processes and value outcomes in marketing theory: Strangers or siblings? Marketing Theory. doi:10.1177/1470593112467267


• Jalonen, H., Tuominen, S., Ryömä, A., Haltia, J., Nenonen, J. and Kuikka, A. (2018) How Does Value Creation Manifest Itself in the Nexus of Sport and Business? A Systematic Literature Review. Open Journal of Business and Management, 6, 103-138.


• Hwang, Y. (2016). Empirical analysis of surrender dynamics in Taiwan life insurance companies, bulletin francais d’actuariat, 16 (2), 115-127


• Kelly, J. Male, S. Graham, D. (2015). Value management of construction projects, Chichester, England, Wiley Blackwel


• Lepak, D. P. Smith, K. G. Taylor, M. S. (2007), “Introduction to Special Topic Forum: Value Creation and Value Capture: A Multilevel Perspective”, The Academy of Management Review, Vol. 32, No. 1, pp. 180-194


• Li, X.Y. and Sun, C. (2015) A Study on the Core Values of the Brand. Journal of Service Science and Management, 8, 868-873


• Moeing, T. and Zhu, N. (2018). Lapse-and-Reentry in Variable Annuities. Journal of Risk and Insurance, 85(4), 911-938.


• Kiesenbauer, D. (2012). Main determinants of lapse in the German life insurance industry. North American Actuarial Journal, 16(1), 52-73.


• Moeing, T. & Zhu, N. (2018). Lapse-and-reentry in variable annuities. Journal of Risk and Insurance, 85(4): 911-938


• Nolte, S. and Schneider, J.C. (2017). Don’t lapse into temptation: a behavioral explanation for policy surrender, Journal & Finance, 79, 12-27.


• Nolte, S. and Schneider, J.C. )2015(. “Don’t lapse into temptation: A behavioral explanation for policy surrender”. Available at SSRN 2555268.


• Russell, D.T. Fier, S.G. Carson, J.M. and Dumm, R.E. (2013). An empirical analysis of life insurance policy surrender activity. Journal of Insurance Issues, 36 (1), 35-57.


• Sandberg, E. Pal, R. Hemilä, J. (2018), Exploring value creation and appropriation in the reverse clothing supply chain, International Journal of Logistics Management, 29(1), 90-109.


• Yoo, Boonghee and Naveen Donthu (2002) “Testing cross- Cultural invariance of the brand equity creation process”, Journal of product and brand Management, Vol. 11, No 6.