Using the fuzzy multicriteria decision making approach to evaluate brand equity: a study of privatized firms
Journal of Product and Brand Management, cilt.29, ss.335-354, 2020 (SSCI, Scopus)
- 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.