Designing model for promotion halal brand position in the global markets
Subject Areas :علی شاه نظری 1 * , Ali Nejatbakhsh Isfahani 2 , Ali Asghar Pourezzat 3 , Maryam Soleimani 4
1 -
2 -
3 - University of Tehran
4 - دانشگاه پیام نور
Keywords: Halal brand, global markets Islamic market muslims, halal tayyeb,
Abstract :
The need to become familiar with the Islamic viewpoint regarding business to perceive factors which shape Moslem customers' behaviors for global trade is an inevitable reality due to globalization of economy. The purpose of the present survey was to propose a model to enhance Halal brand status in the global markets.Important effective variables on Halal brand were exploited from literature using field study which was the basis of Delphi method. Then Delphi questionnaire was given to thirty experts in the field of Halal brand in Iran.Having studied experts' views through collecting Delphi questionnaires four times, twenty eight variables were identified in the form of four major classes and the model for enhancement of Halal brand status was proposed. This model was confirmed using the structural equations model. Moreover, priority of the identified variables was explained.Effective factors on Halal brand were identified in this survey from a multi-lateral viewpoint. Thus, a comprehensive model was recognized to enhance Halal brand status in the global markets