| The application of fuzzy synthetic decision approach to brand evaluation | |
|---|---|
| 學年 | 93 |
| 學期 | 1 |
| 出版（發表）日期 | 2005-01-01 |
| 作品名稱 | The application of fuzzy synthetic decision approach to brand evaluation |
| 作品名稱（其他語言） | |
| 著者 | Li, Yueh-hwa; Chang, Hsiao-chien |
| 單位 | 淡江大學企業管理學系 |
| 出版者 | New Delhi: TARU Publications |
| 著錄名稱、卷期、頁數 | Journal of Statistics & Management systems 8(2), pp.343-353 |
| 摘要 | This paper attempts to demonstrate the usefulness of fuzzy synthetic decision approach to assess the brand value on consumers’ minds in the cosmetic market in a metropolitan area. The empirical works identify 10 key criteria on cosmetic evaluation, and consumers prefer Japan-made cosmetic products to Europe-made or US-made cosmetic products. Our research has provided a new path for future research on brand evaluation under a bunch of symbolic and numeric information or attributes. |
| 關鍵字 | |
| 語言 | en |
| ISSN | 0972-0510 |
| 期刊性質 | 國外 |
| 收錄於 | |
| 產學合作 | |
| 通訊作者 | |
| 審稿制度 | |
| 國別 | IND |
| 公開徵稿 | |
| 出版型式 | 紙本 |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/20139 ) |
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