Brand marketing for creating brand value based on a MCDM model combining DEMATEL with ANP and VIKOR methods

作者：Wang Yung Lan; Tzeng Gwo Hshiung^*

来源：Expert Systems with Applications, 2012, 39(5): 5600-5615.

DOI：10.1016/j.eswa.2011.11.057

• Brand marketing
• Brand value
• MCDM (multiple criteria decision making)
• DEMATEL (decision making trial and evaluation laboratory)
• ANP (analytic network process)
• VIKOR

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%26D 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 criteria among the strategies, and they are interrelated. Therefore, this study utilized the MCDM model combining DEMATEL with ANP and VIKOR methods to clarify the interrelated relationships of brand marketing and find the problems or gaps; then, evaluated the situation to reduce the gaps in order to achieve the aspired levels and rank the priorities in brand marketing strategies, we also evaluated the customer%26apos;s satisfaction of brand marketing by three electronic manufacturing companies in Taiwan. As the empirical results, value pricing is the most important factor, followed by consumer%26apos;s price perception and perceived quality while showed the highest satisfaction of brand marketing was in F2 company. The results of this paper will provide the enterprises with a reference for planning brand marketing.

• 出版日期2012-4