Explaining the Factors Affecting Brand Reputation and Developing an Indigenous Model for Iraqi State-Owned Banks: A Case Study of Al-Rafidain Bank
Keywords:
Brand Reputation, Banking Brand, Brand Management, Al, Rafidain Bank of Iraq, Customer Trust, Customer ExperienceAbstract
Objective: This study aimed to explain the factors affecting brand reputation and develop an indigenous model for Iraqi state-owned banks, with particular emphasis on Al-Rafidain Bank.
Methodology: This applied study adopted a qualitative and exploratory design based on grounded theory. The participants consisted of managers, employees, and long-term customers of Al-Rafidain Bank who were selected through purposive sampling. In total, 11 participants took part in in-depth semi-structured interviews, and data collection continued until theoretical saturation was achieved. The interviews were fully transcribed and analyzed through sequential coding, constant comparison of concepts, categorization, and integration of emerging themes. Relationships among causal conditions, contextual conditions, environmental conditions, intervening factors, the core phenomenon, strategies, and consequences were subsequently identified and organized into a conceptual model.
Findings: The analysis identified legitimacy, service quality, reliability and stability, customer experience and satisfaction, social responsibility, corporate identity and values, operational performance, and communication and marketing as the principal causal conditions. Contextual conditions included socially responsible Islamic banking, customer trust and satisfaction, banking service quality, branch network development and regional presence, and marketing and branding strategies. Environmental conditions comprised competitive pressure, market behavior and the legal environment, banking technology development, and connection to regional and international markets. Banking services, financial strength, and banking identity emerged as intervening factors. The core phenomenon was the formation of a credible and trustworthy brand reputation, consisting of trust building, credibility, mental image, and organizational identity. The main strategies included brand-oriented human resource management, recruitment and retention of competent employees, continuous skills development, stronger digital presence, and the use of employees as brand ambassadors.
Conclusion: Brand reputation in Al-Rafidain Bank is a multidimensional and systemic phenomenon formed through the interaction of organizational, service-related, financial, social, technological, and environmental factors, requiring an integrated management approach centered on trust, legitimacy, service quality, organizational identity, and digital transformation.
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Copyright (c) 2026 Umed Omer Abdulkareem, Naser Seifollahi Anar, Ghasem Zarei, Mohammad Bashokouh Ajirlou (Author)
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