Investigating the Mental Image of Halal Brand Consumers using Neural Network Analysis Technique

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Ahadi Pari; SABERIAN FATEMEH; Pani Behnaz

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: New Marketing Research Journal Year:2019 | Volume:9 | Issue:3 (34) Page(s): 61-78

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Title

Investigating the Mental Image of Halal Brand Consumers using Neural Network Analysis Technique

Author(s)

Ahadi Pari | SABERIAN FATEMEH | Pani Behnaz | Issue Writer Certificate

Keywords

Halal BrandQ1

Brand Mental ImageQ1

Neural Network TechniqueQ1

Iranian ConsumersQ1

Abstract

The rapid growth of the Halal market and its many unknown opportunities has attracted the attention of economic actors and global marketers. Understanding the consumers’ mental image from the Halal Brand helps them understand their behavior and facilitates the functioning of the Halal market for companies and businesses. This research aimed to study the consumers' mental image from the Halal Brand. The present research had an applied orientation, a survey strategy, and exploratory-descriptive purpose. By using the Neural Network Technique and MATLAB software, the data collected through interviews with 48 experts and managers of marketing, sales and research and development who were familiar with the Halal Brand were studied. The samples were selected by using purposive non-random sampling method. The number of samples was determined to reach theoretical saturation by the snowball method. The results indicated that the Iranian Consumers’ mental image of Halal Brand included the following characteristics: the responsibility of the producer, the profitability of the products, the quality of the products, building loyalty in the customer, making mental peace for the customer, and product differentiation.

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APA: Copy

Ahadi, Pari, SABERIAN, FATEMEH, & Pani, Behnaz. (2019). Investigating the Mental Image of Halal Brand Consumers using Neural Network Analysis Technique. NEW MARKETING RESEARCH JOURNAL, 9(3 (34) ), 61-78. SID. https://sid.ir/paper/388059/en

Vancouver: Copy

Ahadi Pari, SABERIAN FATEMEH, Pani Behnaz. Investigating the Mental Image of Halal Brand Consumers using Neural Network Analysis Technique. NEW MARKETING RESEARCH JOURNAL[Internet]. 2019;9(3 (34) ):61-78. Available from: https://sid.ir/paper/388059/en

IEEE: Copy

Pari Ahadi, FATEMEH SABERIAN, and Behnaz Pani, “Investigating the Mental Image of Halal Brand Consumers using Neural Network Analysis Technique,” NEW MARKETING RESEARCH JOURNAL, vol. 9, no. 3 (34) , pp. 61–78, 2019, [Online]. Available: https://sid.ir/paper/388059/en

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