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During the last few decades, business philosophy has shifted from marketing orientation to Relationship Marketing Orientation (RMO). Service oriented organizations, such as banks, increasingly apply RMO to enhance their brand management practices, such as brand loyalty and brand image. The main purpose of this study is to investigate the influence of relationship marketing orientation and its dimensions (trust, bonding, communication, shared values, empathy and reciprocity) on the Brand Equity in Saderat Bank. Data were collected from 339 customers across various branches of Saderat Bank in Ardabil, Iran. Confirmatory factor analysis and structural equation modeling were used to analyze the measurements and relationships among the variables. The findings of this study demonstrate that RMO has a positive effect on the brand equity of Saderat Bank. Specifically, dimensions including trust, bonding, empathy, and reciprocity have direct and significant effects on brand equity, with the effect of trust being significantly higher. However, communication and shared values showed no significant effects on brand equity. The findings of this study offer practical applications for enhancing the brand equity of banks and other financial institutions, particularly Islamic banks, by exploring the cultural variation of relationship marketing.

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Case Study

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Issue

The impact of Relationship Marketing on Brand Equity in the Banking Sector in Iran

Investment funds are among the effective instruments in the capital market that are established by banks and brokerage companies and play an effective role in developing the market and increasing investor participation. They are generally classified as low-risk instruments suitable for direct participation by less experienced investors. Accordingly, the purpose of this research is to examine the efficiency and sustainability of active investment funds in the Iranian capital market and the position of the funds in attracting investors in 125 investment funds from 2014 to the end of 2023. Also, the research is applied in terms of purpose and descriptive-analytical in terms of method. The method of collecting information in theoretical foundations is the library method and in the section of testing hypotheses, the method of document mining of financial statements.Excel software was used in the process of data preparation, modification, and processing, and Eviews software, version 11, was used to calculate descriptive and inferential statistics. The research hypotheses were tested using regression analysis and a mixed data approach. The results of the study indicate that the efficiency and sustainability of active investment funds in the Iranian capital market are positively and significantly related to investor attraction and its position.&nbsp;

NCAF.2025.13.03.pdf

Original Research 

NCAF.2025.13.03.xml

Investigating the Performance and Sustainability of Active Investment Funds in the Iranian Capital Market and the Position of Funds in Attracting Investors