Identifying the components of brand transgression in the Iranian banking industry
Subject Areas :
Gholamreza Shahbazi
1
,
ُSoleyman Iranzadeh
2
*
,
باقر عسگر نژاد
3
1 - Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 - Professor of Industrial Management Department of Islamic Azad University, Tabriz branch/Responsible director and editor of productivity management magazine, Islamic Azad University, Tabriz branch
3 - Associate Professor, department of business administration, urmia university, urmia, iran
Keywords: Brand, Brand Transgression, Banking, Iran,
Abstract :
The main purpose of this research is to discover, identify and explain the components of brand transgression in Iranian banking industry. In order to realize the exploratory purpose of the research, a qualitative approach 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 71 open codes for the components of brand 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 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.
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