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...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	MURAT TOKSARI, M. Emin İNAL
Formato:	article
Lenguaje:	DE EN FR TR
Publicado:	Fırat University 2019
Materias:	brand customer based brand equity fuzzy analytic hierarchy process method. Social Sciences H Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/2b30ead4fa3143ad936a045ffc21e53a
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:2b30ead4fa3143ad936a045ffc21e53a
record_format	dspace
spelling	oai:doaj.org-article:2b30ead4fa3143ad936a045ffc21e53a2021-11-24T09:21:07ZUSING FUZZY ANALYTICAL HIERARACHY PROCESS APPROACH TO THE MESUREMET OF CONSUMER BASED BRAND EQUITY2148-416310.9761/JASSS_502https://doaj.org/article/2b30ead4fa3143ad936a045ffc21e53a2019-08-01T00:00:00Zhttps://jasstudies.com/index.jsp?mod=tammetin&makaleadi=1627744816_Toksar%C4%B1murat-VD_S_1423-1457.pdf&key=26446https://doaj.org/toc/2148-4163Brands 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.MURAT TOKSARIM. Emin İNALFırat Universityarticlebrandcustomer based brand equityfuzzy analytic hierarchy process method.Social SciencesHSocial sciences (General)H1-99DEENFRTRJournal of Academic Social Science Studies , Vol 6, Iss 16, Pp 1423-1457 (2019)
institution	DOAJ
collection	DOAJ
language	DE EN FR TR
topic	brand customer based brand equity fuzzy analytic hierarchy process method. Social Sciences H Social sciences (General) H1-99
spellingShingle	brand customer based brand equity fuzzy analytic hierarchy process method. Social Sciences H Social sciences (General) H1-99 MURAT TOKSARI M. Emin İNAL USING FUZZY ANALYTICAL HIERARACHY PROCESS APPROACH TO THE MESUREMET OF CONSUMER BASED BRAND EQUITY
description	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.
format	article
author	MURAT TOKSARI M. Emin İNAL
author_facet	MURAT TOKSARI M. Emin İNAL
author_sort	MURAT TOKSARI
title	USING FUZZY ANALYTICAL HIERARACHY PROCESS APPROACH TO THE MESUREMET OF CONSUMER BASED BRAND EQUITY
title_short	USING FUZZY ANALYTICAL HIERARACHY PROCESS APPROACH TO THE MESUREMET OF CONSUMER BASED BRAND EQUITY
title_full	USING FUZZY ANALYTICAL HIERARACHY PROCESS APPROACH TO THE MESUREMET OF CONSUMER BASED BRAND EQUITY
title_fullStr	USING FUZZY ANALYTICAL HIERARACHY PROCESS APPROACH TO THE MESUREMET OF CONSUMER BASED BRAND EQUITY
title_full_unstemmed	USING FUZZY ANALYTICAL HIERARACHY PROCESS APPROACH TO THE MESUREMET OF CONSUMER BASED BRAND EQUITY
title_sort	using fuzzy analytical hierarachy process approach to the mesuremet of consumer based brand equity
publisher	Fırat University
publishDate	2019
url	https://doaj.org/article/2b30ead4fa3143ad936a045ffc21e53a
work_keys_str_mv	AT murattoksari usingfuzzyanalyticalhierarachyprocessapproachtothemesuremetofconsumerbasedbrandequity AT memininal usingfuzzyanalyticalhierarachyprocessapproachtothemesuremetofconsumerbasedbrandequity
_version_	1718415155882098688

USING FUZZY ANALYTICAL HIERARACHY PROCESS APPROACH TO THE MESUREMET OF CONSUMER BASED BRAND EQUITY

Ejemplares similares