Journal of New Approaches in Management and Marketing

Presenting a Pattern for Ranking Insurance Companies Based on Brand Equity

Document Type : Original Article (Qualitative)

Authors

Abolfazl Aghadadi 1
ALIREZA ROUSTA 2
Farzad Asayesh 1

1 Department of Business Management, ShQ.C., Islamic Azad University, Shahr-e Qods, Iran

2 Department of Business Management, ShQ.C.,Islamic Azad University, Shahr-e Qods, Iran

https://doi.org/10.22034/jnamm.2026.580780.1282
Abstract
The purpose of this study is to propose a model for ranking insurance companies based on brand equity. This research was conducted qualitatively using the content analysis method. The statistical population comprised 10 experts, including managers, specialists, and academic faculty members, who were selected through purposive sampling, with sampling continuing until theoretical saturation of categories was achieved. The data collection instrument was semi-structured interviews. For data analysis, components related to brand equity were first extracted using a qualitative approach and the content analysis technique, which included open coding, axial coding, and selective coding. Subsequently, MAXQDA software was utilized for analysis. The findings indicated that 36 components were identified and an initial model was developed. Based on the final conceptual model, the most significant factors influencing brand equity in ranking insurance companies include: service attributes, customer attributes, financial performance, profitability, credibility and public trust, innovation and technology, investment and financial assets, symbolic attributes, and servicescape.

Keywords

Brand
Brand Equity
Insurance Companies
Insurance Industry
Ranking Model
Innovation and Technology
Subjects

  • Receive Date 06 April 2026
  • Revise Date 06 May 2026
  • Accept Date 08 June 2026

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