عنوان مقاله [English]
Objective: To survive in the present competitive time, the marketers have arrived at the conclusion that they should try to achieve competitive advantages. In this regard, branding is considered as a maeans of increasing the customers' knowledge and of promoting the market share. Banks are not excluded from this principle and marketing is considered as a new form of communications between the banks and their customers for the purpose of competitive necessity and dominant paradigm in the marketing of banking industry. Regardless of the dynamism of branding concept, it has not been sufficiently studied. The aim of this study is compilation of a comprehensive model of communication-based branding in the Iranian banking industry. Methodology: A compounded (quantitative & qualitative) approach has been used in this research. Finding: The results of the qualitative interview led to extracting 560 concepts, 33 minor themes and 11 comprehensive contents and an interpretive- structural modeling method has been used for classifying the factors. Conclution: The results of this study show that the comprehensive model of communication-based branding in the Iranian banking industry consists of 5 levels containing brand identity (the most effective in the fifth level), service quality, brand tendency, perceived value, brand trust, satisfaction, reputation, personality, commitment, attachment (in the middle level) and finally brand loyalty (the most impressionable in the first level).