کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
384898 660855 2012 16 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Brand marketing for creating brand value based on a MCDM model combining DEMATEL with ANP and VIKOR methods
کلمات کلیدی
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر هوش مصنوعی
پیش نمایش صفحه اول مقاله
Brand marketing for creating brand value based on a MCDM model combining DEMATEL with ANP and VIKOR methods
چکیده انگلیسی

When consumers purchase products, they will consider the brand first, because it indirectly leads consumers to associate the products with the quality, functions, and the design. Based on the smiling curve, it showed enhancing the marketing or R&D will create value-added to the products or brands. Thus, this study intended to use brand marketing to create brand value. However, there are many criteria among the strategies, and they are interrelated. Therefore, this study utilized the MCDM model combining DEMATEL with ANP and VIKOR methods to clarify the interrelated relationships of brand marketing and find the problems or gaps; then, evaluated the situation to reduce the gaps in order to achieve the aspired levels and rank the priorities in brand marketing strategies, we also evaluated the customer’s satisfaction of brand marketing by three electronic manufacturing companies in Taiwan. As the empirical results, value pricing is the most important factor, followed by consumer’s price perception and perceived quality while showed the highest satisfaction of brand marketing was in F2 company. The results of this paper will provide the enterprises with a reference for planning brand marketing.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Expert Systems with Applications - Volume 39, Issue 5, April 2012, Pages 5600–5615
نویسندگان
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