Evaluation of Brand Performance Using the Adaptive Neuro-Fuzzy Inference System (Case Study: Iran Insurance Company)

Abstract

Commercial performance is dependent on brand performance. A significant portion of business success stems from brand performance; thus, understanding brand performance based on its evaluation is essential. Accordingly, the purpose of this study is to evaluate the brand performance of Iran Insurance Company using the Adaptive Neuro-Fuzzy Inference System (ANFIS). This research is applied-developmental in terms of its objective and descriptive-analytical in terms of its research method. The statistical population of the study, based on the research variables, includes two groups: managers and customers of Iran Insurance Company. Two questionnaires were used to collect data. The first questionnaire was designed to measure the factors influencing brand performance (system inputs), and the second questionnaire aimed to assess brand performance (output). In this study, confirmatory factor analysis and the Adaptive Neuro-Fuzzy Inference System (ANFIS) were used to evaluate brand performance. The results indicate that the brand performance of Iran Insurance Company was determined to be 3.46. Considering that the system's input and output values were based on a five-point Likert scale, it was concluded that the brand performance of Iran Insurance Company is above average. The system designed in this article can be considered a decision support system that allows brand performance to be evaluated at any moment. This system enables managers to assess their brand performance at any time and, by understanding brand performance, take actions to create and develop programs to enhance brand performance.