Designing a model of FANP in brand image decision-making

Both theoretical and practical efforts in band images often neglect the characteristics having interactions and mutual influence among attributes or criteria, even in the stages of different brand life cycles. This study aims to create a hierarchical framework for brand image management. The analytical network process and fuzzy sets theory have been applied to both mindshare in brand images and inherent interaction/interdependencies among diverse information resources. A real empirical application is demonstrated in the department store. Both the theoretical and practical background of this paper have shown the fuzzy analytical network process can capture expert’s knowledge existing in the form of incomplete and vague information for the mutual influence on attribute and criteria of brand image management. © 2009 Elsevier B.V. All rights reserved.