Authors
1
Invited Lecturer, Department of Management and Accounting, Islamic Azad University, Bukan Branch, Bukan, Iran - Expert of Sepah Bank
2
PhD Student in Accounting, Urmia Free University, Urmia, Iran - Vice Chancellor for Branches of West Azerbaijan Province
3
PhD in business management, visiting professor at Islamic Azad University of Sanandaj
4
PhD Student in Accounting, Urmia Azad University, Urmia, Iran
5
Invited Lecturer, Department of Management and Accounting, Sanandaj Azad University, Sanandaj, Iran-Sanandaj Branch Municipality
10.52547/JABM.3.2.15564
Abstract
Brand stories play an important role in helping consumers understand the brand. This qualitative research has been conducted with the aim of identifying the components of brand storytelling using data foundation theory. For this purpose, in the opinion of banking experts and university professors, an open interview was conducted. First, a set of basic themes was collected during the coding process and categories were obtained from them. Then, in the axial coding stage, the relationship between these categories was determined in the form of coding paradigm and in the selective coding stage, each component of the coding paradigm was described. Finally, it presents the brand storytelling model in private and public banks.
Brand stories play an important role in helping consumers understand the brand. This qualitative research has been conducted with the aim of identifying the components of brand storytelling using data foundation theory. For this purpose, in the opinion of banking experts and university professors, an open interview was conducted. First, a set of basic themes was collected during the coding process and categories were obtained from them. Then, in the axial coding stage, the relationship between these categories was determined in the form of coding paradigm and in the selective coding stage, each component of the coding paradigm was described. Finally, it presents the brand storytelling model in private and public banks.
Keywords
