Document Type : Research Paper
Authors
1
Candidate, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.
2
Assistant Prof, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.
3
Associate Prof, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.
4
Department of Accounting & Economic, Science and Research Branch, Islamic Azad University, Qazvin, Iran
Abstract
Today, banks pay particular attention to the need for branding and use corporate social responsibility as an indicator for making competitive advantage. The purpose of this study is to identify the effective factors on social brand as well as to present a branding model based on corporate social responsibility in the banking industry. In order to achieve the purpose of the study, 18 university and banking experts were interviewed in the qualitative phase and the interview texts were coded using content analysis method. After identifying the components of the brand based on corporate social responsibility, the quantitative phase was performed by using the Interpretative Structural Modeling (ISM) for modeling the internal relationships of the factors. The results show that the outputs of social brand performance are evident in brand image, reputation and performance. The subcomponents that affect these main components of the first level of the model include integrated brand communications, brand strategic vision, brand social responsibility identity, brand positioning and brand core value (the second and third level of the model). These subcomponents are influenced by other general factors such as human resource development, organizational culture and behavior, brand strategy, environmental factors, social factors, and economic factors.
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