Brand Transgression and it’s Consequences in the Iranian Banking Industry

Subject Areas : Understanding market service attitudes

Gholamreza Shahbazi ¹ , ُSoleyman Iranzadeh ² , Bagher Asgarnezhad ³

1 - PhD student in Business Administration, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 - Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
3 - Associate Professor, Department of Business Administration, Urmia University, Urmia, Iran

Received: 2024-05-05 Accepted : 2024-06-10 Published : 2024-06-19

Keywords: Brand, Brand Transgression, Banking, Iran,

Abstract :

The main purpose of this research was to investigate and identify the components of brand transgression and its consequences in the Iranian banking industry and to validate the obtained model. In this research, first qualitative data was collected through in-depth interviews, and then quantitative data was collected and the hypothesis was tested. Therefore, in the current research, a sequential exploratory mixed research strategy has been used. In the qualitative phase of the research, the five main components of brand transgression in the Iranian banking industry were identified in the form of gross transgressions, violations of the principles of usury-free banking, financial transgressions, administrative and professional transgressions, and ethical transgressions; At this stage, three behavioral, economic and social consequences were identified as the consequences of the brand transgression in Iranian banking industry. In the quantitative phase of the research, the hypothesis obtained in its qualitative part was tested and confirmed. The results obtained in this research contained important theoretical and practical points that have been discussed in detail. The present research is one of the first researches conducted on the simultaneous identification and explanation of the BT in the banking industry and the first case in the Iranian banking industry

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