| Using Multi-attribute Utility Theory to Rank and Select Co-branding Partners | |
|---|---|
| 學年 | 97 |
| 學期 | 1 |
| 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 | en |
| 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 | TWN |
| 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 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/55743 ) |
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