Designing a Positioning Model for State Banks' Services and its Validation from the Perspective of External Customers

Subject Areas : Business Strategy

Zohreh Kian Mehr ¹ (PhD Student in Business Management, Birjand Branch, Islamic Azad University, Birjand, Iran)
Hossein Hakimpour ² (Assistant Professor, Department of Management, Birjand Branch, Islamic Azad University, Birjand, Iran)
Mahdi Mahmoodzadeh Vashan ³ (Assistant Professor, Department of Management, Birjand Branch, Islamic Azad University, Birjand, Iran)
Mohammad Mohammadi ⁴ (Assistant Professor, Department of Management, Birjand Branch, Islamic Azad University, Birjand, Iran)

Received: 2021-10-02 Accepted : 2021-12-12 Published : 2021-12-21

Keywords:

References:

Ariff, M. (2014), “Brand orientation: a mindset for building brands into strategic resources”, Journal of Marketing Management, Vol. 15 Nos 1-3, pp. 117-33.

Bahadori, H. Lari Semnani, B. Moin, M. (2018). Positioning the brand name of Iran Avandfar Cosmetics Company in relation to the competitor from the customers' point of view (Case study: Dr. Jila brand), 2nd International Conference on Management, Entrepreneurship and Economic Development, Qom.

Chen, M. (2018), “Brand orientation: a strategy for survival”, Journal of Consumer Marketing, Vol. 11 No. 3, pp. 18-32.

Cutler, Ph. Armstrong, G. (2004) Principles of Marketing, translated by Ali Parsian, third edition Tehran, Adibestan Publications.

Darling, G. J. (2017), “An experiment on the salience of countryof-origin in the era of global brands”. Journal of International Marketing,1(1), 57–76.

Elliss, B. Mosher, K. (2018), “A brand orientation typology for SMEs: a case research approach”. Journal of Product & Brand Management, Vol. 14 No. 3, pp. 155-62.

Favder, H. (2018). The Relationship between Market Orientation and Performance of Iranian Commercial Banks. Journal of Economic Research. 83, 17-40

Jakob, J, C. (2018), “The effect of a market orientation on business profitability”. Journal of Marketing, 54(4). 20−35.

Lee, C. (2014). Non-interest income, profitability, and risk in banking industry: A cross-country analysis, North American. Journal of Economics and Finance, 27: 48–67.

Mandez, A. (2017). A Model for Determining the Impact of Market-Orientedness on the Business Performance Based on Marketing Capabilities in the Chemical Industry. Quarterly journal of humanities, 10, (In Persian).

Manoz, A. (2019). The Effect of Market-Oriented Culture on the Commercial Performance of Mashhad Automobile Component Companies. Quarterly Journal of Commerce Research. 52-83,

Miang, M. (2019). Investigating the Relationship between Strategic Orientation and Brand Management in Organization. Master’s Thesis, Tabriz: Tabriz University

Moon, L. (2019), “Brand orientation and market orientation – From alternatives to synergy”. Journal of business research, p, 8.

Ogana, S. Kevin, F. Lane,T. (2011),” designing and implementing strategies”, The Journal of Brand Management ,Vol.6 NO.5,pp 251-258.

Sakpere, W. E. & Adeyeye, M. (2015). Can near field communication solve the limitations in mobile indoor navigation? In I. Lee (Ed.), RFID technology integration for business performance improvement (Chap. 3, pp. 52–79). Hershey: IGI Global.

Sandez, S. P. (2019), "Configural advantage in global markets". Journal of International Marketing, 8(1), 6 – 25.

Yahia,J, Nantel,L. (2004), “Building strong brands through the management of integrated marketing communications”, International Journal of Wine Marketing, Vol. 14 No. 3, pp. 37-52.

Zeinedin, K. (2001), “Market orientation versus innovative culture: two routes to superior brand performance”. European Journal of Marketing, Vol 41. No. 7/8. 868-887.

Zhang, J. & He, Y. (2014). Key dimensions of brand value co-creation and its impacts upon customer perception and brand performance. Nankai Business Review International. 5 (1), pp 43-69.

Zimtel,M, Bisster J. (2018), “Determinants of SME brand adaptation in global marketing”. International Journal of Entrepreneurship and Small Business, Vol. 3 Nos ¾, pp. 477-97.