Analyzing the components of brand positioning in the minds of Muslim consumers

Subject Areas : Branding

moslem rezaie ¹ , Seyyed Hassan Hataminasab ² , shahnaz nayebzadeh ³

1 - Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran
2 - Department of Business Management, Yazd Branh, Islamic Azad University, Yazd, Iran
3 - Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran

Received: 2023-09-29 Accepted : 2023-12-03 Published : 2024-09-22

Keywords: Qualitative Content Analysis, Brand Positioning, Systematic Review, Muslim consumer,

Abstract :

Purpose: The increasing number of Muslims and the need to adapt and match the products with the preferences of Muslim consumers, requires the identification of brand positioning components for this type of consumers, which has not been studied in this important issue by reviewing the literature. Therefore, the purpose of this research is to identify the components of brand positioning in the minds of Muslim consumers. Methodology: This research is based on the purpose of applied and descriptive research, and according to the implementation method for searching and selecting scientific articles, a systematic review of the research literature was considered and the components were extracted with the technique of qualitative content analysis. All articles related to brand positioning and branding for Muslim consumers were searched, collected and qualitatively evaluated from the Scopus citation database and Google Scholar. Finally, 17 articles were qualitatively analyzed using Max Qda software. Findings: The findings of this research show that the components of price, quality, service, consumer preferences, distribution channel and sources of competitive advantage of the company have been studied as components of brand positioning in the minds of Muslim consumers in the research literature. Conclusion: The components of brand positioning should be adapted and appropriate according to the level of commitment and dependence of Muslim consumers of each country and region to Islam. be more focused.