Volume 21, Issue 1 (IJIEPM 2010)                   2010, 21(1): 35-47 | Back to browse issues page

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Khorshid S, Zabiihi R. A Quantified Model for Evaluating the Brand Equity of Products Using Techniques of Fuzzy ANP DEA Based – on- BSC Approach. Journal title 2010; 21 (1) :35-47
URL: http://ijiepm.iust.ac.ir/article-1-242-en.html
A Quantified Model for Evaluating the Brand Equity of Products Using Techniques of Fuzzy ANP DEA Based – on- BSC Approach
S. Khorshid * , R. Zabiihi
, m41847@yahoo.com
Abstract:   (14049 Views)
Brands have been increasingly considered as primary capital for businesses. Thus, the concept and measurement of brand equity has interested academicians and practitioners for more than a decade, primarily due to the importance in today's marketplace of building, maintaining, and using brands to obtain a definite competitive advantage. To now, there have been three different perspectives for considering brand equity: the customer-based perspective, the financial perspective, and the combined perspective. In this research paper, we develop a quantified model for evaluating the brand equity of products. The proposed model uses BSC as a performance measurement system for evaluating the brand equity, and the Fuzzy analytic network process(FANP), which allows measurement of the inner dependency among the BSC perspectives, as well as Fuzzy analytic hierarchical process(FAHP),which is based on the independence between the perspectives in order to computing the weights of BSC perspectives and their key indicators. As well, the model uses DEA for computing and determine the relative efficiency of products brands.
Keywords: Brand Equity, BSC approach, Fuzzy AHP, Fuzzy ANP, DEA
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Type of Study: Research | Subject: Other related Industrial and production reserach subjects in which has direct relation to the state-of-the art of the IE
Received: 2010/06/28 | Published: 2010/04/15
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