Organization Science
The Category-Demand Effects of Price Promotions
Marketing Science
Expert Systems with Applications: An International Journal
Expert Systems with Applications: An International Journal
Combined MCDM techniques for exploring stock selection based on Gordon model
Expert Systems with Applications: An International Journal
Brand Value in Social Interaction
Management Science
A value-created system of science (technology) park by using DEMATEL
Expert Systems with Applications: An International Journal
Expert Systems with Applications: An International Journal
Group decision making process for supplier selection with VIKOR under fuzzy environment
Expert Systems with Applications: An International Journal
Measures and evaluation for environment watershed plans using a novel hybrid MCDM model
Expert Systems with Applications: An International Journal
Fuzzy MCDM approach for selecting the best environment-watershed plan
Applied Soft Computing
Combined DEMATEL technique with a novel MCDM model for exploring portfolio selection based on CAPM
Expert Systems with Applications: An International Journal
An integrated MCDM technique combined with DEMATEL for a novel cluster-weighted with ANP method
Expert Systems with Applications: An International Journal
Expert Systems with Applications: An International Journal
System on chip design service e-business value maximization through a novel MCDM framework
Expert Systems with Applications: An International Journal
Knowledge management adoption and assessment for SMEs by a novel MCDM approach
Decision Support Systems
Creating the aspired intelligent assessment systems for teaching materials
Expert Systems with Applications: An International Journal
Expert Systems with Applications: An International Journal
A new hybrid MCDM model combining DANP with VIKOR to improve e-store business
Knowledge-Based Systems
Hi-index | 12.05 |
When consumers purchase products, they will consider the brand first, because it indirectly leads consumers to associate the products with the quality, functions, and the design. Based on the smiling curve, it showed enhancing the marketing or R&D will create value-added to the products or brands. Thus, this study intended to use brand marketing to create brand value. However, there are many criteria among the strategies, and they are interrelated. Therefore, this study utilized the MCDM model combining DEMATEL with ANP and VIKOR methods to clarify the interrelated relationships of brand marketing and find the problems or gaps; then, evaluated the situation to reduce the gaps in order to achieve the aspired levels and rank the priorities in brand marketing strategies, we also evaluated the customer's satisfaction of brand marketing by three electronic manufacturing companies in Taiwan. As the empirical results, value pricing is the most important factor, followed by consumer's price perception and perceived quality while showed the highest satisfaction of brand marketing was in F2 company. The results of this paper will provide the enterprises with a reference for planning brand marketing.