AN INTEGRATED MODEL FOR EXTENDING BRAND BASED ON FUZZY ARAS AND ANP METHODS
نویسندگان
چکیده
منابع مشابه
Brand marketing for creating brand value based on a MCDM model combining DEMATEL with ANP and VIKOR methods
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 cr...
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ژورنال
عنوان ژورنال: Journal of Business Economics and Management
سال: 2014
ISSN: 1611-1699,2029-4433
DOI: 10.3846/16111699.2014.923929