مطالب

The purpose of this study is to design a model to explain the indicators of brand value creation in the Iranian textile industry, to identify the dimensions, components and the indicators of brand value, measuring the dimensions, components and indicators of brand value. The research method in this study is descriptive-exploratory using ground data theory (grounded theory). The study population is the Iranian textile industry. The final research model includes the three main dimensions of customer, organization and government. The results obtained from the correlation of factors also showed that value from the customer's point of view, value from the organization's point of view and value from the government's point of view have the most role and effect in brand value development, respectively. Factors showed issues related to import and export, cost management, insurance and tax issues, administrative bureaucracy, human resources, technology, customer emotional factors and performance expectations factors are considered to be of higher rank and importance for brand value creation from the evaluators' point of view, respectively.

State banks must find a way to adopt a different strategy from other banks in providing customer service. An important and key way to create a competitive position is to differentiate services from other competitors that create a good image of the bank and its services in the minds of customers. A topic that has been addressed in the present study is the necessity for state banks, like other companies and businesses, to follow a suitable model in order to achieve a suitable position in the banking industry. In this regard, the purpose of this study is to design a model for positioning the services of state-owned banks and its validation. The data for qualitative stage were obtained from Keshavarzi, Melli, and Maskan branches' managers of Khorasan Razavi province and university professors in the field of management. The quantitative sample were also the customers of aforementioned banks, that due to their large number, 384 people from each bank were selected as a sample size by simple random method and Cochran's formula. In order to collect data in the qualitative part, Deleted part, the interview was used and in the quantitative part, a researcher-made questionnaire was used, which obtained validity with expert opinions and reliability with Cronbach's alpha of 0.77. In order to analyze the data in the qualitative part, grounded theory and the method of Strauss and Corbin and Maxquda software were used, and in the quantitative part, the structural equation technique and PLS2 software were used. The results showed that the model presented in 6 dimensions of causal factors,contextual, intervening, pivotal, strategies an consequences has a good fit.