An Paradigm Model of Brand Value Creation in Insurance Industry with Focus on Life Insurance “ Grounded Theory Approach”

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REZAEI MOHAMMAD; Rahnama Roudposhti Fereidon; SAEEDNIA HAMID REZA; Alipour Darvish Zahra

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Paper Information

Journal: IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH) Year:2020 | Volume:35 | Issue:3 Page(s): 9-37

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Title

An Paradigm Model of Brand Value Creation in Insurance Industry with Focus on Life Insurance “ Grounded Theory Approach”

Author(s)

REZAEI MOHAMMAD | Rahnama Roudposhti Fereidon | SAEEDNIA HAMID REZA | Alipour Darvish Zahra | Issue Writer Certificate

Keywords

Brand Value CreationQ1

Insurance IndustryQ1

Grounded Theory ApproachQ2

Life InsuranceQ1

Abstract

Objective: The Insurance Industry is highly competitive and rapidly maturing. The organizational structure and resources of companies lead to different Value Creation. Insurance companies should take advantage of all opportunities available to gain customer confidence and attract customers. Nowadays, if an organization fails to create value for its customers, it will disappear from the market. Hence, creating value for customers is one way to create competitive advantage in today's highly competitive market Keller believes that one of the ways to gain competitive advantage in today's highly competitive market is to create brand value. Therefore in this industry, creating brand value in shaping competitive advantage should be one of the most important requirements of insurance managers. The purpose of this study is to present a model of Brand Value Creation in the Insurance Industry with emphasis on Life Insurance Method: The research method is a qualitative one with the Grounded Theory Approach. The research population consisted of the Life Insurance managers of Sina. Passargad & Iran insurance companies. The researcher was using theoretical sampling and he did 17 interviews to get the data he needed to analyze. Finding: A conceptual model was developed using open, axial, and selective coding of the qualitative data. This model is consisted of six dimensions and twenty-seven subsconstructs. Conclusion: The most important ways to reduce the effect of inflation on Life Insurance premiums is to increase the annual premium in proportion to the inflation rate. The insurance premium and annual insurance obligations should be increased over the year by specifying the "premium adjusting rate" or "insurance capital" in the contract in order to assure the value for the customer.

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APA: Copy

REZAEI, MOHAMMAD, Rahnama Roudposhti, Fereidon, SAEEDNIA, HAMID REZA, & Alipour Darvish, Zahra. (2020). An Paradigm Model of Brand Value Creation in Insurance Industry with Focus on Life Insurance “ Grounded Theory Approach”. IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH), 35(3 ), 9-37. SID. https://sid.ir/paper/377919/en

Vancouver: Copy

REZAEI MOHAMMAD, Rahnama Roudposhti Fereidon, SAEEDNIA HAMID REZA, Alipour Darvish Zahra. An Paradigm Model of Brand Value Creation in Insurance Industry with Focus on Life Insurance “ Grounded Theory Approach”. IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH)[Internet]. 2020;35(3 ):9-37. Available from: https://sid.ir/paper/377919/en

IEEE: Copy

MOHAMMAD REZAEI, Fereidon Rahnama Roudposhti, HAMID REZA SAEEDNIA, and Zahra Alipour Darvish, “An Paradigm Model of Brand Value Creation in Insurance Industry with Focus on Life Insurance “ Grounded Theory Approach”,” IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH), vol. 35, no. 3 , pp. 9–37, 2020, [Online]. Available: https://sid.ir/paper/377919/en

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