Objective: The objective of this study is to analysis a higher-order structural explanation of how customers’ perceived economic cost–benefit interacts with brand value architecture and how this interaction shapes attitudinal and behavioral outcomes in the Iranian banking and insurance services sector. The study seeks to move beyond linear and purely economic models and to explore customer behavior as a meaning based, interpretive process.
Method: A qualitative approach based on the constructivist grounded theory methodology (Charmaz) was adopted. Data were collected through in-depth semi structured interviews with 25 customers of reputable banking and insurance brands. Purposeful and theoretical sampling continued until theoretical saturation was reached. Data analysis followed a three-stage coding process conducted using MAXQDA 2020 software.
Results: The findings indicate that perceived economic cost–benefit alone cannot explain customer behavior and functions mainly as an initial activating condition in the value creation process. The core category identified was “integration and transformation of economic perception within brand value architecture,” conceptualized as a higher order construct formed by four dimensions: perceived value, brand trust, brand image, and emotional value. Brand value architecture acts as a cognitive particularly positive attitudes and psychological commitment ؛play a key mediating role in transferring brand value into behaviors such as loyalty, repeat purchase, and word of mouth advocacy.
Conclusions: The study concludes that customer behavior in financial services emerges through a multi stage, meaning based process. Without a coherent brand value architecture and sustained attitudinal foundations, economic evaluations alone cannot lead to long term value creating behaviors. The results highlight the need for financial service providers to emphasize cognitive, emotional, and meaning-oriented elements in managing brand value and fostering durable customer behaviors.