期刊論文
| 學年 | 97 |
|---|---|
| 學期 | 1 |
| 出版（發表）日期 | 2009-01-01 |
| 作品名稱 | Using multi-criteria decision aid to rank and select co-branding partners: From a brand personality perspective |
| 作品名稱（其他語言） | |
| 著者 | Chang, Wei-Lun |
| 單位 | 淡江大學企業管理學系 |
| 出版者 | Bingley: Emerald Group Publishing Ltd. |
| 著錄名稱、卷期、頁數 | Kybernetes 38(6), pp.950-965 |
| 摘要 | Purpose - The purpose of this paper is to utilize the big five models of brand personality concept to explore potential co-branding partners by employing the multi-attribute utility theory (MAUT) to estimate and rank utilities for possible partners from the big five models. Design/methodology/approach – Design science, an artifact of proof-of-concept system is used for deciding co-branding partners. Findings - The present study attempts to demonstrate the proof-of-concept of the proposed MAUT-based decision model for a company in determining a beneficial and supportive co-branding partner. Practical implications - This paper aims to provide clues for industries in terms of providing a MAUT-based decision-making approach and a strategic information system. Examples from the telecommunication industry also demonstrate the feasibility of the approach. Originality/value - The proposed decision-making method: provides clues for ranking and selection of co-branding partners; explores the brand personality of the potential partners primitively; utilizes the MAUT approach to estimate utilities of the partners; and furnishes a roadmap for brand alliance research. |
| 關鍵字 | Brand identity; Cybernetics; Decision making; Strategic planning; Utility theory |
| 語言 | en |
| ISSN | 0368-492X |
| 期刊性質 | 國外 |
| 收錄於 | SSCI SCI |
| 產學合作 | |
| 通訊作者 | |
| 審稿制度 | |
| 國別 | GBR |
| 公開徵稿 | |
| 出版型式 | 紙本 |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/53541 ) |