教師資料查詢 | 類別: 會議論文 | 教師: 張瑋倫 Chang Wei-lun (瀏覽個人網頁)

標題:Using Multi-attribute Utility Theory to Rank and Select Co-branding Partners
學年
學期
發表日期2008/11/26
作品名稱Using Multi-attribute Utility Theory to Rank and Select Co-branding Partners
作品名稱(其他語言)
著者Chang, Wei-lun
作品所屬單位淡江大學企業管理學系
出版者
會議名稱IEEE 8th International Conference on Intelligent System and Applications (ISDA 08)
會議地點Kaohsiung, Taiwan
摘要As many companies seek growth through the extension of new markets, co-branding strategy provides an avenue to provide signals of quality and image as successful brands. In the last decade, co-branding and other cooperative brand activities have seen a 40% annual growth. The present study utilizes big five model of brand personality concept to explore the potential co-branding partners by employing multi-attribute utility theory (MAUT) to estimate and rank utilities for possible partners from big five model. This work attempts to demonstrate the proof-of-concept of our approach for a company in determining a beneficial and supportive co-branding partner.
關鍵字
語言英文
收錄於
會議性質國際
校內研討會地點
研討會時間20081126~20081128
通訊作者
國別中華民國
公開徵稿
出版型式
出處IEEE 8th International Conference on Intelligent System and Applications (ISDA 08), Kaohsiung, pp.195-200
相關連結
SDGs
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