Provide a model of co-branding in modern banking industry With the approach of foundational data theory

Abstract :

The final goal of the research is to provide a model for joint branding according to the structure of modern banking in the modern era of Iran, so that it can cover the growing needs in the field of modern and digital banking. In this research, in order to achieve the joint branding model, the qualitative method of foundation data theory has been used, and the main basis for collecting information in this method is to conduct semi-structured interviews with knowledgeable people and active experts in the desired subject area. The sampling used in this article was theoretical sampling. After conducting interviews with active experts in the field under study and collecting field information, the codes obtained in different sections were analyzed and analyzed, and after three steps of open, central and selective coding, the final model was obtained by the researchers of this article. . The final model consists of the sum of the central category, causal conditions, intervening conditions, strategies and finally, the consequences and results of joint branding. Each of these conditions and factors that make up the model have variables and categories that pay attention to them to achieve the ultimate goal of joint branding. The model created in this research can provide a deep insight into the development of a modern and intelligent banking system in the era. Provide digital technologies.

References:

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