Journal of Management and Business Solutions 3092-7226 2 Serial Number 10 2024 11 01 Validation of the Brand Reconstruction Model of Refah Bank of Workers Validation of the Brand Reconstruction Model of Refah Bank of Workers 1 13 10.61838/jmbs.86 EN Journal Article 2024 07 15 <p>In today’s world, with the rapid advancement of digital technologies, the transformation of customer behavioral patterns, the emergence of new fintech companies, and the increasing level of transparency in the expectations of key stakeholders, the banking industry has come under greater pressure to maintain and strengthen its brand position. These challenges have not only intensified competition but have also underscored the necessity of brand reconstruction as a vital strategic approach. Brand reconstruction, as a powerful tool, plays a fundamental role in ensuring the sustainable success of businesses and preserving their competitive advantage, especially in dynamic environments such as banking, which require continuous adaptation to change. The objective of this research was to determine the validity of the brand reconstruction model of Refah Bank of Workers. This study, based on its purpose, was applied research conducted using a survey method. The statistical population consisted of deputy managers and managers of Refah Bank of Workers across the country, totaling 1,200 individuals, from which a sample of 291 respondents was selected according to the Morgan table using cluster sampling. The data collection instrument was a researcher-made questionnaire. Validity and reliability were confirmed using convergent and discriminant validity criteria and a Cronbach’s alpha coefficient of 0.983. For data analysis, SmartPLS 3 software and structural equation modeling were employed. As a result, the GOF value was 0.605, indicating that the designed model possesses appropriate validity.</p> https://www.journalmbs.com/index.php/jmbs/article/download/86/75