نوع مقاله : استخراج از رساله دکتری
نویسندگان
1 دانشجوی دکتری گروه مدیریت ،واحدخرمشهر،دانشگاه آزاداسلامی،خرمشهر،ایران.
2 استادیارگروه مدیریت بازرگانی،واحدآبادان،دانشگاه آزاداسلامی،آبادان،ایران.
3 استادیار گروه مدیریت بازرگانی،واحد بین الملل خرمشهر-خلیج فارس، خرمشهر، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Purpose:
The purpose of this research is proviهing a model of brand schizophrenia management in
banking services with the approach of foundational data theory.
Method and tools:
In order to reach this pattern, a qualitative approach was used. To select the sample, purposeful
and snowball sampling methods were used. After conducting semi-structured interviews with 16
experts related to brand schizophrenia management and the banking industry, based on the data
sufficiency and the principle of theoretical saturation, during open, central and selective coding
stages, the pattern A brand schizophrenia management paradigm was designed.
Findings:
In the first step, based on the review conducted in the open coding stage, 179 codes were
identified, and finally 104 conceptual codes were grouped into 28 general categories. Brand
identity is a central category in the interaction with brand schizophrenia management, which is
identified from the analysis of the causal factors including: unifying the service delivery model,
comprehensive awareness, structuring, justice-oriented management, system coordination,
honest management, integrated marketing, using the strengths as a whole unit. The name of the
same bank unit, the matching of brand messages with brand behavior and systemic management
have been inferred. In this context, efficient policy making, organizational culture and better
understanding of the most important factors of the systemic agility intervention model have been
inferred.
In this context, effective policy, organizational culture and brand recognition were the most
important underlying factors related to interaction with social networks. Hanshan's findings
showed that the main category of brand identity is the strategies of brand trust, brand strength,
reducing brand ambiguity, brand importance and brand expectations, and the consequences of
brand satisfaction, reducing worry, loyalty, ensuring stability and organizational executive order
in finds out
Conclusion: Therefore, the results of this research can provide suitable solutions for the
management of schizophrenia for senior and executive managers in the banking industry,
especially in Sepeh Bank's field of activity.
Keywords: brand schizophrenia, brand identity, banking industry.
Presenting the model of brand schizophrenia management in banking services
using foundation data theory
Brand schizophrenia, brand identity, banking industry
کلیدواژه‌ها [English]
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