Presentation of Parsian Bank Brand Promotion Model Base on Grounded Theory with a Value Creation Approach

Subject Areas : Journal of Investment Knowledge

PARISA GHOLAMI ¹ , MORTEZA FARAJI ² , ALIREZA ROUSTA ³

1 - Business Management ,Kish International Branch, Islamic Azad University ,Kish Island ,Iran
2 - Assistant Professor, Department of Business Management, Kish International Branch, Islamic Azad University, Kish Island, Iran
3 - Assistant Professor, Department of Business Management, Ghods City Branch, Islamic Azad University, Ghods City, Iran.

Received: 2020-10-20 Accepted : 2020-10-27 Published : 2020-11-21

Keywords: Parsian bank, Brand promotion, Grounded theory of the foundation, marketing,

Abstract :

Studying brand promotion factors helps financial organizations and banks to improve their marketing strategies with a proper understanding of brand issues. Although there is no dispute about the importance of this issue, but the existing research in this field is not satisfactory and more studies are needed, this issue indicates the importance of studying brand promotion factors. The main issue of this research is to present the brand promotion model of Parsian Bank. Since there is no comprehensive model in the field of brand promotion according to the local conditions of our country, the data-based theory method has been used to theorize and identify the dimensions of the model. In the paradigm model of data-based theory, the main phenomenon of this research is the same process of brand promotion, and the current contextual and intervening conditions of this main phenomenon will also be presented. The results are also presented. To build a paradigm model through in-depth interviews related to data-based theory, the statistical population of this study was selected from all prominent academic experts with a scientific background related to brand management and marketing, managers and experts of banks.

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