Provide a model of co-branding in modern banking industry With the approach of foundational data theory
Subject Areas :
معصومه غفاری
1
()
Alireza Rousta
2
()
فرزاد آسایش
3
()
Nader GharibNavaz
4
(Assistant Professor, Business Management Department, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran)
Keywords: Word, Co-branding, Word, Modern Banking, Word, Foundational data theory,
Abstract :
Objective: The final goal of the research is to provide a model for co- branding according to the modern banking structure of our country so that it can cover the growing needs in the field of banking. Methodology: In this research, to achieve the co- 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 experts in the sampling used in this article was theoretical sampling. After conducting interviews and collecting information, the codes obtained in different sections were analyzed and after three steps of open, central and selective coding, the final model was obtained by the researchers of this article Conclusion: The final model consists of the sum of the central category, causal conditions, intervening conditions, strategies and finally, the consequences and results of co- branding. Each of these conditions and factors that make up the model have variables and categories that pay attention to them to achieve the final goal of co- branding. Originality: Tis article is taken from thesis of Phd.Masoumeh Ghaffari charati
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