scholarly journals AN INTEGRATED MODEL FOR EXTENDING BRAND BASED ON FUZZY ARAS AND ANP METHODS

2014 ◽  
Vol 15 (3) ◽  
pp. 403-423 ◽  
Author(s):  
Mahmoud Zamani ◽  
Arefeh Rabbani ◽  
Abdolreza Yazdani-Chamzini ◽  
Zenonas Turskis
Keyword(s):  
Perceived Risk ◽  
Evaluation Criteria ◽  
Brand Extension ◽  
Analytic Network Process ◽  
Design Quality ◽  
Parent Brand ◽  
Proposed Model ◽  
Network Process ◽  
Decision Making Model

Brand extension is one of the most popular strategies in marketing. This is due to the fact that consumers usually take into account the brand first because it indirectly reflects the design, quality, and functions. According to the significant role of brand in creating benefit and diminishing risk for a new product, this study intended to develop a novel model for selecting the most appropriate strategy in brand extension. However, there are a number of criteria influencing the possible strategies, and they often are interdependent. Therefore, a multi-criteria decision making model based on Analytic Network Process and Additive Ratio Assessment methods has been developed to systematically clarify the interdependent relationships among the evaluation criteria of brand extension and then, scientifically evaluate the feasible strategies and rank the priorities of brand extension strategies. The results of the proposed model show that “Production cost” is the most important factor, followed by “Quality of parent brand” and “Perceived risk” while “Ice cream” is the highest satisfaction of brand extension.

Proposing a Quantitative Model Towards Building Trust in B2C E-Commerce

2018 ◽  
Vol 9 (1) ◽  
pp. 36-53 ◽  
Author(s):  
Mahmoud Zamani ◽  
Changiz Valmohammadi
Keyword(s):  
Evaluation Criteria ◽  
Analytic Network Process ◽  
Quantitative Model ◽  
Important Indicator ◽  
Building Trust ◽  
Proposed Model ◽  
Network Process ◽  
Interdependent Relationships ◽  
Novel Model ◽  
Fuzzy Analytic Network Process

This article aims to develop a novel model for ranking the parameters that influence the building of trust on online shopping in the context of Iran. A multi-criteria decision making (MCDM) model based on a fuzzy analytic network process (ANP) method is developed to systematically clarify the interdependent relationships among the evaluation criteria of trust and then, scientifically evaluate the feasible parameters and rank the priorities of the trust. The results of the proposed model reveal that under the characteristics of trustor (TR) sub-factors, the most important indicator which can affect the trust is propensity to trust. Furthermore, regarding the characteristics of trustee (TE) sub-factors, data quality with a priority of 0.064 is the most important indicator. Also, in the environmental factors (EN) sub-factors, promotions and advertising with a weight of 0.151 is the most significant indicator.

Selecting an Advertising Agency: A Multi-Criteria Decision Making Approach

2008 ◽  
Vol 12 (4) ◽  
pp. 13-22 ◽  
Author(s):  
Mohd. Nishat Faisal ◽  
Bilal Mustafa Khan
Keyword(s):  
Decision Making ◽  
Evaluation Criteria ◽  
Multiple Criteria Decision Making ◽  
Analytic Network Process ◽  
Advertising Agency ◽  
Product Service ◽  
Proposed Model ◽  
Network Process ◽  
Product Personality ◽  
Mcdm Method

Indian economy is evolving day by day, and with an upswing spending power of its inhabitants advertising has been emerging as one of the most effective tools for the companies to reach out to their customers. Best advertisement agencies create value through giving the product personality, developing an understanding of product/service, creating an image or memorable picture of that product and above all trying to distinguish the product apart from its competitors. Today, advertising budgets of companies are rising and thus there are numerous agencies in the market vying for their shares. But there exists no method, which can take into account numerous criterions and their impact simultaneously under consideration while selecting a best advertisement agency. Selecting an advertisement agency is a multiple criteria decision-making (MCDM) problem that requires considering large number of complex factors as multiple evaluation criteria. A robust MCDM method should consider the interactions among criteria. Analytic network process (ANP) is a relatively new MCDM method which can deal with all kinds of interactions systematically. This paper proposes an ANP based methodology for the selection of advertisement agencies. ANP is capable of measuring the relative importance that captures all indirect interactions in a network required to be considered in an advertisement agency selection and also their interactions. Additionally, the proposed model is evaluated for a case company.

scholarly journals A hybrid multi-criteria decision making model for the vehicle service center selection with the aim to increase the vehicle fleet energy efficiency

2018 ◽  
Vol 22 (3) ◽  
pp. 1549-1561 ◽  
Author(s):  
Davor Vujanovic ◽  
Vladimir Momcilovic ◽  
Milos Vasic
Keyword(s):  
Decision Making ◽  
Energy Efficiency ◽  
Analytic Network Process ◽  
Multi Criteria Decision Making ◽  
Maintenance Planning ◽  
Proposed Model ◽  
Network Process ◽  
Maintenance Work ◽  
The Right ◽  
Decision Making Model

In this paper is researched how to achieve an effective fleet maintenance planning in transport companies, which contributes in increasing the fleet energy efficiency and in achieving the companies? goal. Within the fleet maintenance planning, managers have to make the right decisions on the selection of vehicle service centers in the region where the maintenance work will be realized. The mentioned decision is affected by a number of different interdependent factors (criteria). Based on a survey, relevant factors (criteria) were defined. As defined factors are interdependent and differently influence the mentioned decision, an approach of decision making trial and evaluation laboratory (DEMATEL)-based analytic network process called DANP was applied. In this respect, authors propose a hybrid multi-criteria decision making model. The proposed model was applied in the companies to demonstrate how effective their managers are in the maintenance planning and how this effectiveness influences the fleet energy efficiency and fulfilment of companies? goal.

scholarly journals APPLYING ANP TO ANALYZE THE ROLE OF DESIGN IN THE FURNITURE INDUSTRY

2018 ◽  
Vol 10 (2) ◽  
Author(s):  
Majid Azizi ◽  
Gholamreza Mehdikhanloo
Keyword(s):  
Paired Comparison ◽  
Analytic Network Process ◽  
Hierarchical Design ◽  
Design Decisions ◽  
Second Stage ◽  
A Value ◽  
Engineering Designs ◽  
Network Process ◽  
Decision Making Model

This study was carried out due to the severe dearth of research on the role of design in furniture production and the furniture market in Iran. Accordingly, this research proposes a decision making model to select the best solution for the role of design in this industry. The four possibilities that can be considered as potential solutions include using fashion design in furniture production (S1), using engineering design in furniture production (S2), using a combination of fashion and engineering designs in furniture production (S3), and applying the leading country’s design capability with an outsourcing approach in furniture production (S4). The Analytic Network Process and Super Decision software were used to synthesize and analyze the model. It was found that all of the calculated decisions were influenced by the strategic criteria. A value-weighted competency model was calculated in the first stage with the influence of strategic criteria on the model. Hierarchical design decisions were made for each of the competencies and their subsets (298 sub-criteria and 31 middle indices). Paired comparison matrices associated with the degree of importance of each of the competencies were achieved in the second stage. In the final stage, subsets of the competency’s weights and their sub-options were identified with the combination of the competencies and the best solution was obtained.  

Selecting Candidate Suppliers Using a Multiple Criteria Decision Making Model

2013 ◽  
Vol 694-697 ◽  
pp. 3472-3475 ◽  
Author(s):  
Amy H.I. Lee ◽  
He Yau Kang ◽  
Chun Yu Lin ◽  
Hsin Wei Wu
Keyword(s):  
Decision Making ◽  
Supply Chain ◽  
Evaluation Criteria ◽  
Multiple Criteria Decision Making ◽  
Analytic Network Process ◽  
High Tech ◽  
Supplier Integration ◽  
Network Process ◽  
Decision Making Model ◽  
Selection Of

High-tech firms are usually under a dynamically changing and fierce competitive environment these days. In order to survive in such an intensive competitive international market, a firm not only needs to manufacture outstanding products that meet the demands of its customers, it also needs to have a comprehensive supply chain management. To achieve the benefits of buyer-supplier integration, in terms of increased internal efficiency and profitability of the players in a supply chain, the identification of viable suppliers is a preliminary step that needs to be properly managed. Thus, to be cost competitive and to acquire decent profit in the market, the selection of the most appropriate suppliers is essential. In this paper, a supplier selection model is constructed by applying methodologies including decision making trial and evaluation laboratory (DEMATEL) and analytic network process (ANP) to determine the interrelationship among the evaluation criteria and to select the most appropriate suppliers for cooperation.

scholarly journals Applying ANP in Establishing a Decision-Making Model for the Destination Selection of Large-scale Exhibitions

2017 ◽  
Vol 7 (1) ◽  
pp. 100
Author(s):  
Wen-Tsung Wu ◽  
Chie-Bein Chen
Keyword(s):  
Decision Making ◽  
Large Scale ◽  
Analytic Network Process ◽  
Cost Ratio ◽  
Benefit Cost Ratio ◽  
Network Process ◽  
Second Tier ◽  
High Benefit ◽  
Decision Making Model ◽  
Selection Of

This study investigates the decision-making issues in the selection of destinations for large-scale exhibitions by the cultural and creative industry. We use the Rubber Duck China Tour by the Dutch artist Florentijn Hofman as an example and adopt the analytic network process technique to evaluate destination options for the exhibition, as well as to explore the impacts of the evaluation of destination feasibilities on exhibition investment. The results show that power, a high benefit-cost ratio, first-tier cities, integration with local communities, and a rich and interesting theme are the top five factors that curators should consider when planning exhibitions. Considering the priority among cities of various tiers, first-tier cities are the most favorable, followed by fourth-tier, third-tier, and second-tier cities. The decision-making model provides curators with a reliable reference for selecting destinations for future exhibitions.

Employing fuzzy ANP for ranking the personality of international brands in the sports shoe industry

2018 ◽  
Vol 13 (1) ◽  
pp. 137-155 ◽  
Author(s):  
Javad Khazaei Pool ◽  
S. Mohammad Arabzad ◽  
Sobhan Asian ◽  
Milad Fahimi ◽  
Reza Verij Kazemi
Keyword(s):  
Decision Making ◽  
Academic Research ◽  
Evaluation Criteria ◽  
Analytic Network Process ◽  
Competitive Advantages ◽  
Content Type ◽  
Shoe Industry ◽  
Sport Shoe ◽  
Network Process ◽  
Quantitative Basis

Purpose This paper aims to provide a quantitative basis to analytically determine the ranking of the brand personality of Adidas, Asics, Nike, Puma and Saucony brands among Iranian customers via a conventional multi-criteria decision-making (MCDM) method. Design/methodology/approach Data for determining the importance of evaluation criteria and ranking of brands are gathered by means of distributing questionnaires among a group of Iranian customers of sport shoes, as well as some industrial experts. The fuzzy analytic network process (FANP) was used to rank the brands with regard to dependencies between criteria and alternatives. Findings The results indicate that FANP is a capable method which provides invaluable insights for strategic marketing decisions in the sport product industry. Results show Adidas has the best performance in the sports shoe market compared to the other four brands. In this study, it was found that expertise sophistication was the most important criterion among Aaker’s five main criteria. Originality/value The value of this paper is applying FANP decision-making method for ranking sport shoe brands. This method has not been commonly used in the area of marketing, hence it is added to the pool of techniques used in ranking brands. In addition, evaluation and ranking of brands can be very useful for both academic research and practice. Researchers can benchmark the competences of each brand through evaluating them, and industrialists can extract the competitive advantages of the selected brands.

scholarly journals Evaluating the Performance of Taiwan Homestay Using Analytic Network Process

2012 ◽  
Vol 2012 ◽  
pp. 1-24 ◽  
Author(s):  
Yi-Chung Hu ◽  
Jen-Hung Wang ◽  
Ru-Yu Wang
Keyword(s):  
Service Quality ◽  
Business Performance ◽  
Fuzzy Theory ◽  
Evaluation Criteria ◽  
Analytic Network Process ◽  
Evaluation Framework ◽  
Operational Model ◽  
Network Process ◽  
Key Aspects ◽  
Operation And Management

Homestay industry in Taiwan is not only thriving, but also its operation is moving gradually toward elaboration strategy and in a specialized-operation manner these years. Nevertheless, the evaluation frameworks of the earlier studies were sporadically constructed from an overall perspective of homestays. Moreover, the functions, operational model, and natures of homestays are dissimilar to those of hotels; therefore, if the evaluation criteria of homestays employ the ones of hotels, it would appear to be incoherent and incompatible. This study has accordingly developed and constructed a set of evaluation indicators tailor-made for homestay sector through discussion of literatures and interviewing experts so that the evaluation framework would be more comprehensive and more practical. In the process of interviewing experts, it was discovered that dependences lay on the aspects and criteria. Consequently, this research chose the ANP (analytic network process) to get the weights and, further, to acquire the homestay business performance through fuzzy theory. The result reveals, as regards key aspects, homestay proprietors and customer groups both weight the surroundings of the building and features, service quality, operation, and management most. In respect to overall homestay performance, customer groups consider it has reached the satisfactory level.

Exploring the Mediating Effect of Parent Brand Reputation on Brand Equity

Paradigm ◽  
2018 ◽  
Vol 22 (2) ◽  
pp. 125-142 ◽  
Author(s):  
Richa Joshi ◽  
Rajan Yadav
Keyword(s):  
Brand Equity ◽  
Brand Extension ◽  
Product Line ◽  
Mediating Effect ◽  
Mediating Role ◽  
Brand Reputation ◽  
Multiple Dimensions ◽  
Parent Brand ◽  
Relationship Of

Companies with product line consisting of multiple brands very well understand the weightage of parent brand reputation as a seal of approval to consumers. This understanding not only helps them bolstering the reputation of other products but also creates a powerful brand voice and resulting brand equity. Brand equity is understood with the help of multiple dimensions in the existing literature. In addition to this, many researches on brand extension have traced the pivotal change in brand equity owing to the variation in brand extension attitude of consumers. However, very little amount of significant contribution has been observed with respect to the mediating role of parent brand reputation. Specifically, the article proposes to test the role of parent brand reputation in mediating the relationship of brand extension with brand equity.

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