Two-stage hybrid sem-neural network approach and Van city residents’ perception of brand

Abstract

SEM is multivariate statistical analysis. In addition to its advantageous aspects, it needs to cope with many assumptions. The ANN methods developed in recent years have advantages both in themselves and in the black box section, but there are cases when they cannot explain or fall short. In this study, we aimed to show that the two methods can be used together as a hybrid model and can support each other. In the study, we aimed to show the perceived brand personality and satisfaction about the city in Van province as a data set and to examine its effects on behavioral intentions. SEM-ANN, the Hybrid method, has been shown to be a supportive analysis method. In the research, the survey technique was used as a data collection tool. In this study, SPSS 22.0 was used for confirmatory factor analysis and ANN analysis, and R program was used for SEM analysis within the scope of the reliability and validity studies for the scales.