USING FUZZY ANALYTICAL HIERARACHY PROCESS APPROACH TO THE MESUREMET OF CONSUMER BASED BRAND EQUITY
Brands have become valuable assets for marketing in today’s intense competitive world. As a result, the case of responding to the demands and needs of consumers has been the basic policy of business. Businesses brands in the minds of consumers engage in a great effort in order to determine where it...
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| Autores principales: | , |
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| Formato: | article |
| Lenguaje: | DE EN FR TR |
| Publicado: |
Fırat University
2019
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/2b30ead4fa3143ad936a045ffc21e53a |
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| Sumario: | Brands have become valuable assets for marketing in today’s intense competitive world. As a result, the case of responding to the demands and needs of consumers has been the basic policy of business. Businesses brands in the minds of consumers engage in a great effort in order to determine where it is. For this reason, the consumer-based brand equity, brand name adds to a product referred to as the benefits and increase the level of orders for a product bearing the name of the brand and all the advantages that arise when compared with other brands is known as perceived by the consumer. The main purposes of this research are to examine the dimensions of consumer based brand equity “brand awareness, perceived quality, brand associations, brand loyalty that take place in literature conceptually and defined by Aaker (1991) and Keller (1993) and to test the validity of these dimensions. In addition, studies on consumer-based brand equity and maintained, the actual application of multivariate decision models, decision-makers have expressed orally or objective judgments, judgments found not frequently observed. In addition, accurate and complete information obtained always contain reviews. In such cases, decision analysis models, made with Fuzzy Logic Approach. In this study, paired comparison judgments expressed in verbal and verbal expression of uncertainty in a better way for the Fuzzy Analytic Hierarchy Process Method (BAHP) were used. Information and evidence obtained as a result of the analysis, with the interpretation of the results and recommendations are required. Furthermore, a survey has been conducted to the drives from Kayseri to examine and test the validity of the dimensions of consumer based brand equity and the most valuable brand for customers is determined by using the Fuzzy Analytic Hierarchy Process Method. |
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