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, vol.29, pp.335-354, 2020 (Journal Indexed in SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 29
  • Publication Date: 2020
  • Doi Number: 10.1108/jpbm-09-2018-2037
  • Journal Name: Journal of Product and Brand Management
  • Journal Indexes: Social Sciences Citation Index, Scopus, ABI/INFORM, Business Source Elite, Business Source Premier, Communication & Mass Media Index, INSPEC
  • Page Numbers: pp.335-354
  • Keywords: 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


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.