Objective: The aim of the present study is to conduct a high-order structural analysis of the interaction of economic cost-benefit perception with brand value architecture and to examine the impact of this interaction on customers’ behavioral and attitudinal outcomes in Iranian banking and insurance services. The study attempts to analyze the process of customer behavior formation beyond linear and purely economic models, and from a semantic and interpretive perspective.
Method: The study was conducted with a qualitative approach based on Charms’ constructivist data-driven theorizing. Data were collected through 25 in-depth semi-structured interviews with customers of reputable banking and insurance brands. Sampling was purposive and theoretical until theoretical saturation was reached. Data analysis was conducted through three stages of initial, focused, and theoretical coding using MAXQDA software, version 2020.
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.