Using the fuzzy multicriteria decision making approach to evaluate brand equity: a study of privatized firms

Dinçer H., Bozaykut-Buk T., Emir Ş., Yuksel S., Ashill N.

Journal of Product and Brand Management, cilt.29, ss.335-354, 2020 (SSCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 29
  • Basım Tarihi: 2020
  • Doi Numarası: 10.1108/jpbm-09-2018-2037
  • Dergi Adı: Journal of Product and Brand Management
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus, ABI/INFORM, Business Source Elite, Business Source Premier, Communication & Mass Media Index, INSPEC
  • Sayfa Sayıları: ss.335-354
  • Anahtar Kelimeler: Branding, Fuzzy sets, Brand equity, Brand name, Corporate branding, Brand performance, Brand management, Knowledge extraction, Text mining, Fuzzy logic, CUSTOMER-BASED BRAND, PRODUCT INNOVATION, PERFORMANCE EVALUATION, FINANCIAL PERFORMANCE, STRATEGY-DEVELOPMENT, IMPACT, CATEGORIZATION, PREFERENCE, MODEL, DETERMINANTS
  • İstanbul Üniversitesi Adresli: Evet

Özet

Purpose The purpose of this paper is to present a multidimensional evaluation of brand equity performance incorporating dimensions adopted from the balance scorecard (BSC) approach to business performance.