Using multi-criteria decision aid to rank and select co-branding partners: From a brand personality perspective
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
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