Journal of value creating in Business Management

Abstract Abstract The aim of this study is to present a conceptual model for managing post‑purchase anomalies in the pharmaceutical industry (Case Study: Darou Mofid Iran Company). This research is applicabel in terms of outcome, qualitative in terms of data type, and developmental–exploratory in terms of purpose. The study population consists of experts in the pharmaceutical industry, among whom 15 individuals were selected as the sample through purposive sampling until theoretical saturation was reached. To ensure the validity of the research instrument, the opinions of professors familiar with the subject were used. Inter‑coder reliability was applied to measure the reliability of the interviews, and MAXQDA software was used for data analysis. The extracted model follows Strauss and Corbin’s paradigm model, addressing all its dimensions, including causal conditions, core phenomenon, contextual conditions, intervening conditions, strategies, and consequences. In the strategies dimension, the components include improving monitoring and control systems, increasing transparency and trust‑building, identifying and classifying customers, providing services tailored to the target community, strengthening interaction and continuous communication, and digitalizing processes and communications. In the consequences dimension, the identified components include increased trust, improved satisfaction, strengthened mental image, reduced complaints, increased loyalty, reduced hidden anomaly‑related costs, decreased overdue claims, improved supply chain, enhanced competitive advantage, and reduced product bundling. Introduction Today, the consumer is considered the key determinant of a company’s success or failure. Therefore, understanding and studying consumer behavior is of great importance (Seifi Shojaei et al., 2024). In the pharmaceutical industry, consumer behavior and the way individuals interact with pharmaceutical products after purchase represent a fundamental aspect of the performance of pharmaceutical and healthcare companies (Khaja Mansouri et al., 2024). Consumer purchasing behavior refers to the decision‑making process and the choices individuals make during the buying process (Shoa Kazemi et al., 2025). Given the current competitive environment in which companies seek to attract consumers and maintain their loyalty, paying attention to post‑purchase issues and managing the anomalies that may arise at this stage is essential (Azar et al., 2020). Post‑purchase anomalies refer to problems that consumers encounter after purchasing a product, which may negatively affect customer satisfaction, trust in the brand, and ultimately the credibility of pharmaceutical companies. Proper management of these issues requires careful and strategic attention (Khang et al., 2024). In addition, in this industry, managing relationships between distribution companies and pharmacies (business‑to‑business) as part of the pharmaceutical supply chain is critically important. Anomalies that occur in the post‑purchase stage between distribution companies and pharmacies can disrupt pharmacy operations, reduce final consumer satisfaction, and even lead to irreparable harm to public health. The role of distribution companies as a vital intermediary between manufacturers and pharmacies is highly significant, and failure to properly fulfill this role leads to challenges related to post‑purchase anomalies. Neglecting timely resolution of such issues can result in disruptions in patient access to essential medicines, bringing about severe socio‑economic consequences (Kuo et al., 2020). Studies conducted in Iran have predominantly focused on end‑consumer behavior, and deeper understanding of the complex interactions between distribution companies and pharmacies has been overlooked. To date, no comprehensive or localized framework has been proposed for explaining and analyzing the management of post‑purchase anomalies in the relationships between distribution companies and pharmacies in the pharmaceutical industry. This gap presents a serious challenge and underscores the need for further research. Moreover, previous research approaches have mainly examined the effects of variables such as customer relationship management, brand image, and digital marketing on purchasing behavior, while less attention has been paid to designing efficient managerial models for controlling post‑purchase anomalies. There is a strong need for studies that, through an exploratory and qualitative approach, systematically and deeply clarify the process of anomaly formation, managerial strategies, and their consequences. Therefore, the main question of the present study is: What is the model for managing post‑purchase anomalies in the pharmaceutical industry? Theoretical Framework Consumer Behavior Definitions of consumer behavior in the scientific literature are diverse; however, the American Marketing Association defines consumer behavior as “the study of the processes individuals and groups apply to select, purchase, use, and dispose of goods, services, ideas, or experiences.” This definition emphasizes that when making decisions, the consumer is not merely a passive buyer but an active agent influenced by psychological factors (attitudes, perceptions, motivations), social factors (culture, reference groups), and economic factors (income, price) (De Mooij, 2019). Post‑Purchase Anomalies “Post‑purchase anomaly” is a psychological state that arises after an important or high‑cost purchase decision is made regarding a product or service. This phenomenon is especially significant in marketing and consumer behavior because of its considerable impact on customer satisfaction, brand loyalty, and repeat purchase behavior (Kuo et al., 2020). Okok et al. (2024) examined the effect of marketing capability on the performance of pharmaceutical companies in Kenya. Their findings indicate that marketing capability has a positive and significant effect on the performance of pharmaceutical firms. The study emphasizes the necessity of using modern marketing techniques and paying close attention to customer feedback to enhance the performance of pharmaceutical companies. Sarafarazi et al. (2023) investigated the role of customer relationship management (CRM) quality and brand image in customer trust and loyalty. The results showed that high‑quality CRM and a strong brand image significantly increase customer loyalty in this industry. Research Methodology This study is applicable in terms of its outcomes, qualitative in terms of data type, and developmental‑exploratory in terms of purpose. The study population consists of experts in the pharmaceutical industry, from whom 15 individuals were selected as the sample through purposive sampling. Interviews were conducted with these experts until theoretical saturation was achieved. Research Findings To ensure the validity of the research instrument, the opinions of experts familiar with this field were utilized. To measure the reliability of the interviews, inter‑coder reliability was applied, and MAXQDA software was utilized for data analysis. The extracted model was developed based on Strauss and Corbin’s grounded theory approach, covering all elements of the model, including causal conditions, the central phenomenon, contextual conditions, intervening conditions, strategies, and consequences. In the strategies dimension, the study found that improving monitoring and control systems, enhancing transparency and trust‑building, identifying and classifying customers, providing services tailored to the target audience, strengthening continuous interaction and communication, and digitalizing processes and communications are the key strategic actions for managing post‑purchase anomalies in the pharmaceutical industry. In the consequences dimension, the results revealed that implementing these strategies leads to increased trust, improved customer satisfaction, a stronger brand image, reduced customer complaints, higher levels of loyalty, a reduction in the hidden costs associated with anomalies, a decrease in overdue receivables, improved supply chain performance, enhanced competitive advantage, and a reduction in product‑bundle selling practices. Conclusion The present study was conducted with the aim of presenting a conceptual model for managing post‑purchase anomalies in the pharmaceutical industry (case study: Darou Mofid Iran Company). The findings of this research are consistent with the results of previous studies including Okok et al. (2024), Pourheidari et al. (2023), Raman Akar Reddy (2023), Soltani (2023), Sarafarazi et al. (2023), Khosravi Laqb et al. (2022), Khojeh et al. (2022), Taherpour et al. (2021), Mohammadipour et al. (2021), Mousavi Nasab et al. (2021), Lob et al. (2020), Khankhiro et al. (2021), Kuo et al. (2020), Majd et al. (2020), Mirnezami et al. (2020), Asadi et al. (2019), Hult and Sharma (2019), Fatemi Moghaddam (2016), and Pujari et al. (2016). Okok et al. (2024) demonstrated that marketing capability has a positive and significant impact on the performance of pharmaceutical companies. Their study emphasizes the necessity of employing modern marketing techniques and paying close attention to customer feedback in order to improve the performance of pharmaceutical firms. Based on the results of this study, several suggestions are proposed for future research. These include examining the impact of digital transformation on operational processes and transparency in the pharmaceutical industry with a focus on analyzing its effects on anomaly management, as well as investigating the role of customer relationship management systems in increasing customer satisfaction and managing anomalies through a case study in the pharmaceutical industry.

Abstract Abstract The purpose of this research is to investigate the effect of communication quality and brand image on customer loyalty with the mediating role of customer satisfaction. The current research is applicable in terms of purpose, descriptive-survey in terms of nature, and causal type. The statistical population of this research is the customers of Islamic Bank of Afghanistan. The sample size was determined using Cochran's formula of 384 people and the samples were selected by simple random sampling. In order to collect data, questionnaires of quality of communication by Chin et al., (2014), brand image by Moutinho (2011), customer loyalty by Amin et al., (2011), and customer satisfaction by Jamal Nasser (2002) were used. Their validity was confirmed by academic experts, and their reliability through Cronbach's alpha coefficient. In order to analyze the data, the structural equation technique was used through Smart PLS statistical software and SPSS software, and also a statistic called VAF was used to determine the intensity of the indirect effect through the mediator variable. The findings of the research showed that the quality of communication had a positive and significant effect on the loyalty of Islamic Bank of Afghanistan customers and that the brand image had an impact on customer loyalty. Also, the quality of communication was confirmed on customer satisfaction. Brand image had a greater effect than other components on customer satisfaction of Islamic Bank of Afghanistan, and also customer satisfaction had a positive and significant effect on customer loyalty. The results of the research showed that the quality of communication and brand image with the mediating role of customer satisfaction has a significant effect on the loyalty of Islamic Bank of Afghanistan customers. Introduction In recent years, with the major changes occurred in the business environment, only those organizations can continue to exist that have made the main focus of their activities on improving the quality of communication, increasing satisfaction, and sustaining customer satisfaction. It should be mentioned that mere customer satisfaction is not enough; and efforts should be made to create loyalty among them. Creating customer loyalty is not only a goal in marketing, but also considered an important basis for achieving a competitive advantage (Machado et al; 2022). On the other hand, the quality of communication can be mentioned among the factors affecting customer loyalty. Communication quality is known as a set of intangible values ​​that lead to expected long-term relationships between parties. The quality of communication helps companies in establishing basic communication with customers and maintaining them (Dahliani et al; 2021). Another factor affecting customer loyalty is brand image. The brand is considered one of the most valuable assets of any organization and the activities of the organization affect the brand and the perception of consumers and the image they have in their minds of that organization (Deylami Moezzi, 2022). In fact, it is the brand image that is in the mind of the consumer, not the factories where the products are made (Hong, 2012). According to the mentioned cases, customer satisfaction occurs when the perceived performance of the product or customer service meets their expectations. Indeed, it is widely agreed that customer satisfaction can lead to customer loyalty (Leclercq et al; 2022). One of the tools that today's business owners equip themselves with is to improve the quality of customer relationship management; the more the quality size of communication maintained, the more leads to the customer's loyalty. The quality of communication and customer satisfaction is one of the factors affecting customer loyalty. Brand images carry different meanings with themselves that affect customer loyalty. Islamic Bank of Afghanistan, as one of the largest commercial banks in Afghanistan, has an effective presence in the domestic, regional and global markets of Afghanistan by designing and creating new services with the aim of creating value for customers, especially valuable customers. This research seeks to answer the question that to what extent the quality of communication and brand image with the mediating role of customer satisfaction can affect customer loyalty. Theoretical Framework The quality of communication with the customer can reduce the insecurity experienced by the customer, which increases the customer's trust and confidence, and will affect the interactive relationship between customers in the future (Vize et al; 2016). According to Porter (1985), brand image is a mental image, reflecting the way a brand is perceived, which includes all elements of identification, product or company personality, and emotions and associations evoked in the consumer's mind (Onyancha, 2013). Loyalty is defined as a deep determination to return and support a preferred preference. It is providing value to customers through their services and products and showing curiosity to fulfill their demands or even create a relationship with customers (AL-JANABI, 2022). Researchers consider customer satisfaction psychologically as a feeling that is obtained as a result of comparing the received product specifications with the needs and desires of customers and social expectations regarding the product (Azandariani & Arya, 2022). Lubis et al., (2022) in a research entitled the effect of the quality of corporate communication and services on customer loyalty and satisfaction in Islamic banking. Their data were analyzed using the partial least squares structural equation model analysis technique. The results have shown that the quality of communication has a positive and significant effect on customer loyalty. Putra et al., (2020) in an article entitled the effect of service quality and brand image on customer loyalty with customer satisfaction as a mediating variable: the case study of Berri Bank, Jakarta Kamayuran branch. The results of the findings of this study have shown that the effect of service quality and brand image plays a role on customer satisfaction; and the effect of service quality and brand image on customer loyalty. Research method The current research is applicable in terms of purpose, survey-analytical in terms of implementation method, and causal type. The statistical population of this research is the customers of Islamic Bank of Afghanistan. According to the statistical population of the research, the size of the population is assumed to be unlimited; and according to Cochran's formula, 384 people were randomly selected as a statistical sample. To test the hypotheses and analyze the data, structural equation modeling method with partial least squares approach and PLS Smart version 3 software were used. In order to collect data, authentic questionnaires of communication quality (Chin et al., 2014), brand image (Bain Moutinho 2011), customer satisfaction (Jamal Nasser 2002), and customer loyalty (Amin et al., 2011) were used. Findings SPSS and PLS software were used to check research hypotheses and data analysis. The results showed that the quality of communication has a positive and significant effect on the loyalty of Islamic Bank of Afghanistan customers. This means that the value of the path coefficient between the two variables is 0.243, which indicates that the communication quality variable explains 24.3% of the changes in the loyalty of the customers of Islamic Bank of Afghanistan. The results of the second hypothesis showed that the path coefficient between the two variables is 0.233, and it confirms that customer loyalty explains 23.3 percent of the changes in the brand image of Islamic Bank of Afghanistan. According to the results of the third hypothesis, the path coefficient between the two variables is 0.316, and this is confirmed by the fact that customer satisfaction explains 31.6% of the changes in the communication quality variable of Islamic Bank of Afghanistan. The results of the structural model test regarding the fourth hypothesis indicate that the brand image has a positive effect on the customer satisfaction of Islamic Bank of Afghanistan. The path coefficient between the two variables is 0.497, which indicates that customer satisfaction explains 49.7% of the changes in the body image variable of Islamic Bank of Afghanistan and has been assigned the first rank; the obtained result shows that the brand image plays an important role plays a role in the formation of customer satisfaction. Regarding the fifth hypothesis, the results showed that the path coefficient between the two variables is 0.451, and this is confirmed by the fact that customer satisfaction explains 45.1% of the changes in the communication quality variable of Islamic Bank of Afghanistan. In relation to the intensity of the effect of the mediating variable of "customer satisfaction", the mediating role in the effect of communication quality on loyalty was ranked last in terms of mediating; that is, customer satisfaction plays a mediating role in the effect of communication quality on customer loyalty of Islamic Bank of Afghanistan. Determining the intensity of the indirect effect through the intermediary variable of the statistic is equal to 0.368; which means that 36.8 percent of the effect of communication quality on customer loyalty of Islamic Bank of Afghanistan is explained through the indirect effect of the mediating variable of customer satisfaction. And also in relation to the effect of the intensity of the mediating variable "customer satisfaction" on the effect of brand image on customer loyalty of Islamic Bank of Afghanistan, it has been ranked first; therefore, the mediating role of customer satisfaction variable in the effect of brand image on customer loyalty of Islamic Bank of Afghanistan is confirmed. The intensity of the indirect effect through the mediator variable was equal to 0.799; therefore, 79.9 percent of the effect of trust in the brand on the loyalty of Islamic Bank of Afghanistan customers is explained through the indirect effect by the mediating variable of customer satisfaction. Conclusion This research was conducted with the aim of investigating the effect of communication quality and brand image on customer loyalty with the mediating role of customer satisfaction in Islamic Bank of Afghanistan. According to the obtained results, the present research is consistent with the results of Putra et al., (2020), Lotfi et al., (2022), Khan et al., (2022), Lubis et al., (2022), Najmudin et al., (2022), Al-Bashayreh et al., (2022), Syahfudi & Ruswanti (2015), and Putra et al., (2020). The results showed that quality communication increases customer loyalty and connects them to the bank and its services, and the quality of communication leads to consequences such as: increasing the share of purchases, maintaining the relationship, developing future interactions, word-of-mouth advertising, and loyalty. On the other hand, if the brand image is reliable, customer loyalty will increase as well, and also the brand image plays an important role in the formation of customer satisfaction. As much as the banks provide services according to the demands of their customers, the customers' satisfaction increases as well, and customer' satisfaction affects the brand image, and brands are associated in the minds of customers, and finally, the brand image increases customer loyalty. According to the research results, the following suggestions are provided: To improve the quality of communication with customers, it is suggested that banks establish mutual communication with their customers, which occurs when the receiver and the sender of the message continuously exchange roles. It is suggested that banks improve their banking services and identify the path of customer satisfaction in order to develop their service strategy in this direction, and also deal with customer problems and have a good and friendly relationship with their customers. It is suggested that banks introduce their brand accurately and honestly in social networks and media, and share informative and effective content to create this mindset in customers.

Abstract Abstract The aim of this study is to study the antecedents and consequences of brand revival with a meta-synthesis approach. For this purpose, the seven-step method of Sandievsky and Barroso was used to extract data from scientific and research articles over a 23-year period (1990-2023). After initial studies, 32 articles were selected for a more detailed study. Using the conceptual model and inference from the results, the MAXQDA 2020 software was used to analyze the data. The results showed that 44 indicators and 4 dimensions were extracted and presented in two general concept factors. Finally, considering the frequency and intensity of the indicators of each dimension, a comprehensive conceptual model of Iranian brand revival was designed. In examining the factors affecting the revival of lost brands, from the aspect of brand re-creation; indicators such as nostalgic feeling, authenticity, heritage, story, and the attractive past of the brand have had the greatest impact. In terms of brand modernization, indicators such as innovation, excellence, advertising appeal, and adaptability to consumer expectations have been assigned the most frequent. In terms of the consequences of reviving extinct brands, in terms of consumer minds and emotions; brand awareness and image indicators have been the most important, and in terms of consumer behavior; loyalty, market share, and brand value indicators have been the most important. Introduction Brands, like living organisms, have their own life cycle, which consists of various stages such as introduction, growth, maturity, and decline. If the brand cannot adapt to market conditions, it enters the decline stage and is eventually removed from the market. It is important to note that not all brands go through this complete cycle. Some brands may disappear quickly after the introduction stage, while others may remain in the maturity stage for years. Brand revitalization is a process that seeks to restore the lost value and credibility of a brand that is in decline (Jin, 2013). Brand revitalization is a concept that gives a new life to a brand. Brand revitalization injects energy into the brand life cycle because it is different from a total brand change of the company. More than 80% of brands commercialized fail, requiring strategic considerations for revival. (Akbar et al, 2017). Brand revitalization can be necessary for various reasons, such as changing consumer tastes, the entry of new competitors, or public scandals. Even well-known brands are at risk of decline over time (Gilal et al, 2021). In other words, brand revitalization is a strategic process to return a brand to the path of success after a decline or recession. Its ultimate goal is to prevent further decline in brand value and achieve its previous or even stronger position in the market. Brand revitalization can help to renew brand value or improve brand image. The survival of companies in a competitive market depends on their ability to adapt to changes. Brand revitalization can help companies to remain in this market (Toivola, 2016). Ultimate increasing sales and brand awareness and attracting new generations and new target markets (Beckers et al, 2017) are some of the key benefits of brand revitalization. However, brand revitalization can be challenging, especially for brands that are weak or damaged and may take years to revive. Despite these challenges, brand revitalization can be very beneficial. Given the increasing importance of brand revitalization in practice, it is surprising that scientific research in this area is limited (Brown et al, 2017). Researchers and practitioners have recognized the importance of reviving dead brands and are calling for innovative and practical concepts in this area (Gilal et al, 2021). Understanding the variables that lead to brand revival is important because these brands often have lasting value, such as a high level of brand awareness and a positive brand image among customers (Handique & Sarkar, 2020). Given the above, the question can be asked: What is the pattern of antecedents and consequences of brand revival with a meta-synthesis approach? Theoretical Framework Brand Revival Brand revival is a complex and arduous process of returning a declining brand to its previous position or promoting it to a higher level. It is like rising from the ashes like a phoenix and brings with it numerous challenges, as Stratton et al, (2023) point out that reversing the decline of a brand is difficult and there are few solutions for it, let alone a definitive solution. Brand revival is a complex process with numerous obstacles. Molazadeh Shirepezi et al, (2023) investigated the identification of dimensions and components of brand revival in the textile industry. The findings showed that in the qualitative section, after coding the data obtained from interviews and reviewing library resources, 166 concepts and 114 components were categorized into 16 dimensions, and in the quantitative section, the extracted model was tested in the qualitative section, which showed that the concepts and components obtained from coding are fully compatible with the dimensions. In this study, for the first time, the brand revival structure in the textile industry was designed and tested, which is completely different from previous studies designed to identify the prerequisites and dimensions of the brand. Finally, a fourteen-factor model was presented in the form of 114 components for brand revival in the textile industry, which can be an effective framework in the growth and development of textile industry brands. Stratton et al, (2023), examined the revival of declining brands using the leverage of the brand's obsolescence. They stated that in order to revive the brand and maintain its position in the market, it is essential to address the problem of brand obsolescence. In fact, brands must meet the needs and expectations of the new generation of consumers with their innovation and updating and be at the forefront of competition with emerging brands. Research Methodology For this purpose, the seven-step method of Sandievsky and Barroso was used to extract data from scientific and research articles over a 23-year period (1990-2023). By initial reviews, 32 articles were selected for a more detailed study. Research Findings Using the conceptual model and inference from the results, MAXQDA 2020 software was used to analyze the data. The results showed that 44 indicators and 4 dimensions were extracted and presented in two general concept factors. Finally, considering the frequency and intensity of the indicators of each dimension, a comprehensive conceptual model of the revival of Iranian brands was designed. In examining the factors affecting the revival of lost brands, from the aspect of brand re-creation, indicators such as nostalgic feeling, originality, heritage, story and attractive past of the brand have had the most impact. From the aspect of brand modernization, indicators such as innovation, excellence, advertising attractiveness and adaptability to consumer expectations have had the most frequency. In the context of the consequences of the revival of lost brands, from the aspect of consumers' minds and emotions, brand awareness and image indicators and from the aspect of consumer behavior, loyalty, market share and brand value indicators have had the most importance. Conclusion The present study was conducted with the aim of examining the pattern of antecedents and consequences of brand revival with a meta-synthesis approach. The results of this study are in line with the results of Molazadeh Shirepezi et al, (2023), Stratton et al, (2023), Almazyad et al, (2023), Zhu (2023), Xiang (2023), Asgarnejad Nouri et al, (2022), and Tripathi et al, (2020). Stratton et al, 2023) stated that in order to revive the brand and maintain its position in the market, it is necessary to address the problem of brand obsolescence. In fact, brands must innovate and update themselves to meet the needs and expectations of the new generation of consumers and be at the forefront of competition with emerging brands. Revival of extinct brands can be challenging, but it is possible with the right strategies. One important strategy is to focus on nostalgia, by evoking emotions through advertising and content marketing, using old brand elements, and telling compelling and authentic stories from the brand’s past. Also, adhering to brand authenticity by rediscovering core values ​​and offering products and services that align with these values ​​is very effective.

Abstract Abstract The purpose of this research is to provide a comprehensive picture of the status of the activities carried out in the field of brand image and to provide a scientific mapping based on international articles available in the Web of Science (WOS) database. Therefore, this research has been carried out as a scientometric study using scientometric indicators and network analysis method. In this regard, the researcher conducted a systematic study of research articles published between 1977 and 2023 and used VOS Viewer software version 1.6.20 for scientific analysis. After searching, screening, and qualitative evaluation; the final analysis has been done on 521 articles. The results showed that the most research was in 2021 with 55 articles (13.8%), and America is the most active country in this field with 80 articles (20%). The focus of the keywords was first on the commercial image of the brand and consumer's behavior, and then it changed to the attitude and buying behavior of the consumer. This research was conducted with the aim of analyzing the intellectual paradigm and providing scientific mapping in the field of brand image, based on a systematic review of articles and using VOS Viewer software. The data analysis showed that the most research in this field was done in 2021. Also, the authors with the most researches were identified and introduced, and it was found that brand image, purchase intention, and corporate social responsibility are the most important keywords. These factors were recognized as the most important factors related to marketing and consumer behavior. Researchers can use these tools to increase the views of their articles. Extended Abstract                                           Introduction The brand is the basic asset of the company. Brands occupy a very special place in the lives of many customers. People are trying to generalize themselves by using brands and by consuming them (Asgari, Naghdi, 2011). Organizations have clearly increased the importance of the positive attitude of customers towards their products and brands, and this is a very vital role in attracting and maintaining customer satisfaction. The mental image of the brand is the result of the characteristics and experiences of the customers that determine the differentiation of the brands. Companies should identify the factors that influence the improvement of the mental image, strengthen the strengths, and remove the limitations. These measures improve communication with customers and increase brand appeal. The special importance of this is because the starting point of brand loyalty is brand awareness, and also, higher levels of brand awareness and a positive image of it in the mind increase the probability of choosing the brand and create more loyal customers. This is how the company's vulnerability to competitor's marketing actions is reduced (Yazdani Kachuei et al, 2022). In 1993, Keller defines brand image as "the perception of the brand formed by the association of brand-related meanings in the customer's mind" (Keller, 1993). Brand image is part of brand equity. Jandaghi et al., (2010) believe that the customer forms an image in his mind of the combination of all the signs sent by the brand, including the name, visible signs, products, advertisements, messages and official announcements, etc., and the positive image of the brand reduces the perceived risk, and increases the level of satisfaction and loyalty (Jandaghi et al, 2010). Customer loyalty is defined as bias towards a specific brand and behavioral response during a defined period of time, and it is decided as a psychological commitment (Behrozi, Sohrabi, 2022). A brand with a strong and positive image is more easily imprinted in the customer's mind and has more sales. A strong brand image gives customers confidence and influences customer decision-making (Divandari et al, 2011). Research has shown that factors such as trust, creative marketing, effective management, and customer satisfaction have an effect on the formation of brand image. However, a complete understanding of the effects of brand image in different environments and on types of consumers has not yet been obtained. The role of mass communication tools and social networks in brand image needs further investigation. Also, examining the long-term effects of brand image and its role in creating consumer trust and loyalty are topics needed for advanced research. A more accurate understanding of how brand image affects will help managers and marketers to make more correct decisions and improve successful strategies in the field of brand image. The main purpose of this review article is to comprehensively review international research in the field of brand image. This review approach analyzes and answers the question to what extent research on brand image deployment has changed and matured. The purpose of this article is to increase knowledge and transparency in the field of brand image and help managers, marketers and enthusiasts to make better decisions and improve brand image. Theoretical foundations Brand image Studying the literature and the background of the research around various research variables can provide a selected framework for the research, and by applying different theories in the field of brand, it can develop consumer behavior in relation to the concept of brand. Brand image is the customers' view of the brand and includes the features and information that a brand's product evokes in the customer's mind. This image shows the current characteristics of the brand, and should specify the purpose of the organization. The main elements of a positive brand can include logos, slogans and signs that reflect the organization's key values (Kim & Chao, 2019). Theorists believe that all products can be represented by applicable, symbolic, or experiential elements that create a brand image. Gardner and Levy (1955) first proposed the concept of product image and showed that products have different physical and social natures. Since then, this concept has been further explored in consumer behavior research. Brand image is rooted in customer consumption experiences, and the understanding of service quality is also derived from these experiences (Shirkund rt al, 2016). Brand image is formed over time and does not change easily. Sanobar and Khatami (2011) believe that the brand image is the first word that comes to mind when hearing the brand name (Sabobar, Khatami, 2018). Research background In a world full of choices, brands help consumers better evaluate products, especially when the products are complex or unknown. Making strong brands is one of the important goals of brand management so that brands can survive and be effective in markets for a long time (Iglesia et al., 2017). Numerous researches have investigated different aspects of the brand such as image, identity, personality, and psychological and behavioral effects of consumers. Quaid Amini and colleagues (2022) showed that brand image and loyalty have an effect on brand equity and consumer buying behavior. Asgari and Naqdi (2022) showed that brand personality and goodwill play a role in the effect of social responsibility on repurchase intention. Margarita and Rodgia (2021) found that brand experience, image, and trust can increase customer loyalty. Sudino et al., (2020) also confirmed the effect of brand experience on trust and repurchase intention. Kong (2020) showed that brand satisfaction through trust has a positive effect on loyalty. Wahab et al., (2017) found the positive effect of brand trust, image, and advertising on consumer loyalty and purchase behavior. Emron (2018) also showed that the image, trust, quality, and price of the product have an effect on consumer buying behavior. Despite these studies, the need for a comprehensive study that examines all dimensions of brand image and its effects on customer behavior is felt. By collecting studies, the current research identifies important areas in the field of brand image, and provides solutions for future studies. Research method The current research was conducted with the aim of analyzing the intellectual paradigm and providing a scientific mapping of international research in the field of brand image. This study was conducted on 521 articles in the WOS database based on the interpretative paradigm and systematic review method based on defined search terms. In order to achieve the goal of research and analysis of scientific productions in the field of brand image, the researcher systematically studied all research articles published between 1977 and 2023, and data analysis was done using VOS Viewer software. For data analysis, the selected researches were entered into the analysis process after screening in three stages; and from the perspective of the year of conducting the research, the co-authorship of the authors and the use of key words were examined. The findings After searching, screening and qualitative evaluation of studies, the final analysis has been done on 521 articles in the period from 1977 to 2023. The in-depth analysis of the selected articles showed that the most research in the field of brand image is related to 2021 with the number of 55 articles (13.819%). America is the most active country in this field with 80 articles (20.10%), followed by England with 42 articles (10.553%) and China with 38 articles (9.548%), respectively. Also, in the evolution of keywords, the primary focus has been on the commercial image of the brand and consumer behavior, and in the following years, it has reached the words attitude and consumer buying behavior, respectively. Discussion and conclusion Based on the results, it was observed that the most research in this field was done in 2021. Also, the authors with the most research in recent years were identified and introduced, and it was determined which authors have the most articles in the brand image. Also, the results showed that the most important keywords include brand image, purchase intention, and social responsibility of the company. Based on this, these factors can be called the most important factors related to marketing and consumer behavior. Researchers can check these tools in their research to increase the number of articles.

Abstract Extended Abstract
Abstract
The present study examines the effects of consumer-based commercial branding of private banking brands on customers' emotional commitment. The results were obtained by examining the customer opinions of six private banks: Pasargad, Parsian, Eghtesad Novin, Karafarin, Saman and Sarmayeh. The research method was descriptive which was performed by survey method. The sample size of the research was 384 people, which was obtained by means of Cochran's formula based on an unknown statistical population. Sampling method was available. Data analysis was performed based on standard questionnaires. The validity of the questionnaires was evaluated based on content validity using experts' opinions, formally based on the views of a number of statistical and structural communities by factor analysis method, and validity was confirmed. The reliability of the questionnaires was estimated by Crunbach Alpha, respectively branding was 0.849, consumer behavior was 0.851 and emotional commitment was 0.733. Data analysis was performed at two levels of descriptive statistics and inferential statistics including structural equation modeling. The results showed that bank branding had an effect on consumer behavior with an impact factor of 0.67, consumer behavior had an effect on customer emotional commitment with an impact factor of 0.76, bank branding had an impact on customer emotional commitment with an impact factor of 0.48. On the other hand, bank branding indirectly had an effect on the customer emotional commitment with an impact factor of 0.50. In other words, consumer behavior has played a mediating role in the impact of bank branding on customer emotional commitment. Ultimately, it can be said that the dimensions of branding according to the power of effect on the consumer behavior are: perceived value, brand loyalty, brand image, brand performance, brand trust, brand compatibility.
Introduction
The globalization of the service industry and the free international economy have forced service companies and institutions to continuously upgrade and improve their competitiveness (Shokoohyar & et al, 2017), hence service companies such as financial and credit institutions have recently put more attention to customers on their agenda in order to improve these capabilities (Nadaf & et al, 2016). Financial experts believe that brand can create more value than usual, and the value of a branded product is higher than a non-branded one (Bozorg Khoo & et al, 2018). On one hand, because of the presence of competitors, new comer's threat, bargaining power and increasing level of consumer expectations, increasing technology upgrades, the use of new methods of production and service delivery have made the competition field of business more sophisticated than before. Therefore, in order to increase the awareness and provide productions to the customers and ultimately expand the market field; the organizations are bond to use new approaches (Roosta & et al, 2018). Branding is one of the ways to achieve this goal and brands play a special role in the development of cultures, business and individual decisions (Shirkavand & et al, 2017). Branding is a set of methods that give identity to a brand and distinguish it from other competitors. A successful brand is often synonymous with credibility and possesses significant intangible value. The results of brand modeling show that the perception of a brand leadership is actually more important than its uniqueness (Park, 2014). Emotional commitment to the brand has been described as the relative strength of the consumer's positive feelings toward a brand. In the marketing science, emotional commitment to brand is the continuous tendency of consumer to follow the relationship with the brand in such a way that the consumers normally like to establish a close emotional connection with the brand in which it has created a sense of joy and happiness (Momen & et al, 2015). The importance of emotional commitment is considered both to maintain and to develop relationships, because it creates a positive interaction between the company and the company's customers (Shahtahmasbi & Mazarei, 2020). As it is obvious, one of the characteristics of the Iranian banking industry is the great similarity of services provided by different banks. Banks have almost the same service portfolio so that the customer is not able to completely discriminate between banking services. Innovation in one bank is quickly applied in other banks. This intensity of new services by other banks has reached even less than a week. In such a situation, mental perceptions and attitudes strongly affect the way information interpretation and the type of behavior explanation towards a bank's marketing plans. (Abbaszadeh & etal, 2019) Therefore, the main issue of the present study is to examine the factors affecting and recent branding in the banking industry and the answer to the question that what effect branding of private banks with a focus on consumer behavior has on customers' emotional commitment?
Theoretical literature
branding
Branding is adding the power of a brand to products and services. The product of the branding process is the creation of distinctions. Branding shapes the mental structures of consumers and helps them to organize information about products and services in a way that Have a clear purchase decision and be valuable to the company (Karimian & eyal, 2019).
Customer emotional commitment
Emotional commitment to the brand is derived from the customer's feelings, which indicates the customer's emotional relationship with the brand, and consists of the customer's judgment and mentality about the board, regardless of its functional and instrumental features; and when the customer intends to repeat the purchase, evaluation plays a special role (Khodabandeh & Lindh, 2021). Emotional commitment also refers to attachment along with people's desire and then includes loving the relationship. When customers are emotionally committed to the provider of products and services, they, in fact, love the service provider psychologically and it is considered desirable for them in relation to him (Sharma & et al, 2020).
Mohajer (2021) conducted a study entitled Luxury Hotel Branding focusing on consumer behavior and brand equity. The statistical population was tourists staying in luxury hotels in Macau. Survey method and sampling method were available. The results showed that all four CBBE elements had a positive relationship with brand attitude and three of them directly on the willingness to buy. The tendency to buy is the interface between the four elements of CBBE and the intention to buy, and brand performance moderates the relationship between the brand attitude and the intention to buy.
Norouzi & et al (2021) conducted a study entitled assessing the effective factors on branding in Saipa Automotive Company using meta-analysis research method. The statistical sample included Saipa Automotive Company experts who were selected by available sampling method. Based on meta-analysis findings among brand personality outcomes, best variables of brand impact; customer satisfaction, communication quality, brand development, perceived value, brand loyalty, customer lifetime value and brand equity had the greatest effect.
Baghaienia & et al (2021) conducted a study entitled Analysis of effective factors in the internal branding of hotels in Yazd with a qualitative approach. The statistical sample was the executives of hotels in Yazd who were selected by purposive sampling. The results showed that the set of effective factors in domestic branding from the perspective of hotel executives includes training, monitoring, effective communication, effective meetings, customer orientation, leadership, selection and employment, compensation of services and quality of working life.
Methodology
The present study is applicable in terms of purpose, and descriptive correlative (structural equation modeling) in terms of data analysis. The statistical population of the present study consisted of all customers of six private banks of Pasargad, Parsian, Eghtesad Novin, Karafarin, Saman and Sarmayeh. Considering that the statistical population of the present study is unlimited, the statistical sample size of the research was 384 based on Morgan table. In this study, 384 questionnaires were distributed among customers using available sampling method. The standard branding questionnaire (Wahyuni ​​& et al, 2019) was used to collect data. This questionnaire included 19 items and six components of brand loyalty, brand compatibility, perceived value, brand performance, brand trust and brand image. Consumer behavior variable was analyzed according to the standard questionnaire of Mothersbaugh & et al, (2020). This variable included 6 items and two components of tendency to change the brand and verbal recommendations. The variable of customer emotional commitment was analyzed by the Masternd questionnaire (Iglesias & et al, 2019), which includes 6 items.
Discussion and Results
In this research, the structural equation model has been used to brand private banks with a focus on consumer behavior and emotional commitment. The results of the first hypothesis showed that the power of the bank's branding effect on consumer behavior was equal to (0.67) which shows that the correlation is favorable. Significance statistic of the test was obtained 7.65, which is more than the critical value of t at the error level of 5% (1.96) and shows that the observed correlation is significant. The second hypothesis showed that the strength of the effect of consumer behavior on customer emotional commitment is equal to (0.76), which shows that the correlation is desirable. Significance statistic of the test was obtained (8.74), which is more than the critical value of t at the error level of 5% (1.96) and shows that the observed correlation is significant. The third hypothesis showed that the strength of the effect of bank branding on customer emotional commitment is equal to (0.48) which shows that the correlation is favorable. Significance statistic of the test was obtained (5.46), which is more than the critical value of t at the error level of 5% (1.96) and shows that the observed correlation is significant. The fourth hypothesis showed that the power of direct impact of bank branding on customer emotional commitment was equal to (0.48). Significance test was also obtained (5.46). The power of indirect effect of bank branding on customer emotional commitment was calculated equal to (0.50). Considering that the power of indirect path is more than direct path, so the variable of consumer behavior has a mediating role in this regard.
Conclusion
The power of indirect effect of bank branding on customer emotional commitment was calculated equal to (0.50). Considering that the power of indirect path is more than direct path, so the variable of consumer behavior has a mediating role in this regard. Strong brands, always in the direction of promotion, strive for a deep relationship with consumers (Park & ​​Kim, 2016). Maintaining a deep commitment to repeat purchases or reuse of services and continuously changing customer behavior in the future leads to change in customer behavior (Oliver, 2014) Loyalty is recognized as a strong commitment of repurchasing a superior product or service in the future (Buttle & Malkan, 2015) so that the same brand is purchased despite the potential marketing efforts and effects of competitors. From a relational perspective, the extension of customer retention leads to their loyalty and emotional commitment (Heding & et al, 2015). These results are consistent with the findings Mazraeh & et al (2021), and Yousf & Khurshid (2021).
In addition to tangible assets, bank managers must have a comprehensive plan for branding as intangible assets. According to the research results, brand performance has been identified as an improving point for banks in terms of branding; therefore, factors such as modern equipment and innovation in banking services and bank compatibility with customer conditions should be paid more attention. Banks also try to provide plans that guarantee the interests of customers and also provide services to them in the shortest possible time; therefore, to improve this index, bank managers in the field of branding should pay serious attention to financial and non-financial factors of customer value. The results show that managers should pay special attention to the dimensions of consumer behavior; including high-level advising others has a significant importance. Due to the obstacles and limitations of any research, the main limitation in the present study was the coordination with the managers and experts of the banking network to distribute the questionnaire and its time-consuming process. In the present study, branding in the banking network is with a consumer behavior approach. Therefore, future researchers are advised to study branding with social approaches as a focal point in social interactions; and also, obtain the dimensions of branding through interviews with key customers in order to achieve these factors from the perspective of these customers.