An Endorsement Selection Model for Sports Celebrities in China

2018 ◽  
Vol 10 (2) ◽  
pp. 1-13
Author(s):  
Pi-Fang Hsu ◽  
Chia-Hui Hsu
Keyword(s):  
Analytic Hierarchy Process ◽  
Delphi Method ◽  
Analytic Hierarchy ◽  
Modified Delphi ◽  
Proposed Model ◽  
Target Company ◽  
Sporting Goods ◽  
Hierarchy Process ◽  
Celebrity Endorsers ◽  
Selection Of

Celebrity endorsement is a critical and positive commercial promotional tool. With the increasing number of international sports celebrities, many sporting and non-sporting goods companies use such celebrities to promote their products. This study develops a model for selecting sports celebrity endorsers. A Chinese sporting brand company is the target of this study. The proposed model adopts the modified Delphi method to identify suitable criteria and applies the analytic hierarchy process (AHP) to determine the criteria's relative weights. The selected company exemplifies how the model can guide the selection of sports celebrity endorsers. The model ranks the importance to the target company of five criteria: trustworthiness, match-up, attractiveness, risk and expertise. The proposed model allows the company to select sports celebrity endorsers effectively, and contributes to academia and commerce.

An Endorsement Selection Model for Sports Celebrities in China

2021 ◽  
pp. 142-156
Author(s):  
Pi-Fang Hsu ◽  
Chia-Hui Hsu
Keyword(s):  
Selection Model ◽  
Celebrity Endorsement ◽  
Analytic Hierarchy ◽  
Modified Delphi ◽  
Proposed Model ◽  
Target Company ◽  
Sporting Goods ◽  
Hierarchy Process ◽  
Celebrity Endorsers ◽  
Selection Of

Celebrity endorsement is a critical and positive commercial promotional tool. With the increasing number of international sports celebrities, many sporting and non-sporting goods companies use such celebrities to promote their products. This study develops a model for selecting sports celebrity endorsers. A Chinese sporting brand company is the target of this study. The proposed model adopts the modified Delphi method to identify suitable criteria and applies the analytic hierarchy process (AHP) to determine the criteria's relative weights. The selected company exemplifies how the model can guide the selection of sports celebrity endorsers. The model ranks the importance to the target company of five criteria: trustworthiness, match-up, attractiveness, risk and expertise. The proposed model allows the company to select sports celebrity endorsers effectively, and contributes to academia and commerce.

Developing a Decision Model for Selecting the Scripts of Trendy Taiwanese Dramas

2020 ◽  
Vol 11 (4) ◽  
pp. 39-51
Author(s):  
Pi-Fang Hsu ◽  
Hua-Lin Yang
Keyword(s):  
Analytic Hierarchy Process ◽  
Subject Matter ◽  
Delphi Method ◽  
Decision Model ◽  
Analytic Hierarchy ◽  
Modified Delphi ◽  
Evaluative Criteria ◽  
Proposed Model ◽  
The Subject ◽  
Hierarchy Process

The script of a drama is key to achieving an outstanding performance. This study develops a new model for selecting the scripts of Taiwanese dramas based on the production manager's perceptions. First, the proposed model adopts the modified delphi method to determine suitable evaluative criteria for the scripts of contemporary Taiwanese dramas. Next, the model applies the analytic hierarchy process (AHP) to determine the relative weights of evaluative criteria, thereafter rating the alternatives and selecting the best script. Additionally, a Taiwanese company is used how the scripts of Taiwanese dramas can be selected using this model. The results indicate that important criteria, in order of important, are characteristics of the story, the subject matter of the script, the meaning of the words, and the scriptwriter. The proposed model helps companies to effectively select the scripts of Taiwanese dramas, making it highly applicable for academia and commerce.

Optimal Selection of Korean Dramas for Commercial TV Stations in Taiwan by Using the AHP

2013 ◽  
Vol 5 (2) ◽  
pp. 14-24 ◽  
Author(s):  
Pi-Fang Hsu ◽  
Shu-Yu Lin ◽  
Chia-Wen Tsai
Keyword(s):  
Delphi Method ◽  
Optimal Selection ◽  
Analytic Hierarchy ◽  
Modified Delphi ◽  
Evaluative Criteria ◽  
Advertising Budget ◽  
Proposed Model ◽  
Hierarchy Process ◽  
Model Apply ◽  
Selection Of

This study develops a model for selecting Korean dramas based on TV station manager’s perceptions. First, the proposed model adopts the modified Delphi method to find out the suitable evaluative criteria of Korean dramas. Next, the model apply the analytic hierarchy process (AHP) to determine the relative weights of evaluative criteria, then ranks the alternatives and selects the best Korean dramas. Additionally, a famous Taiwanese commercial TV station is used here in as an example of how a Korean dramas can be selected using this model. The results indicated that concerns think highly of criteria in order are drama content perspective, cast perspective, advertising budget perspective, foreign data of origin perspective. The proposed model helps commercial TV to effectively select Korean dramas, making it highly applicable for academia and commerce.

Developing and Implementing a Model for Selecting Videos for City Marketing

2012 ◽  
Vol 3 (4) ◽  
pp. 50-64 ◽  
Author(s):  
Pi-Fang Hsu ◽  
Chia-Wen Tsai ◽  
Sheng-Weng Doong
Keyword(s):  
Sensitivity Analysis ◽  
Local Government ◽  
Analytic Hierarchy Process ◽  
Delphi Method ◽  
City Marketing ◽  
Analytic Hierarchy ◽  
Modified Delphi Method ◽  
Modified Delphi ◽  
Criterion Weight ◽  
Hierarchy Process

This study develops a model for selecting videos for city marketing. First, Modified Delphi Method was used to find suitable criteria to evaluate videos of city marketing. Next, Analytic Hierarchy Process (AHP) was used to determine the relative weights of the criteria. A local government in Taiwan is used as an example of how videos for city marketing can be selected with this model. Furthermore, this study found that there is a gap in the weights of criteria identified between operators and governments. Finally, this study used sensitivity analysis to survey the criterion weight of the degree of influence with an alternative hierarchy, making it applicable for academia and commerce.

scholarly journals On the Dominant Factors of Civilian-Use Drones: A Thorough Study and Analysis of Cross-Group Opinions Using a Triple Helix Model (THM) with the Analytic Hierarchy Process (AHP)

Drones ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 46
Author(s):  
Chen-Hua Fu ◽  
Ming-Wen Tsao ◽  
Li-Pin Chi ◽  
Zheng-Yun Zhuang
Keyword(s):  
Analytic Hierarchy Process ◽  
Delphi Method ◽  
Triple Helix ◽  
Literature Study ◽  
Analytic Hierarchy ◽  
Research Directions ◽  
Triple Helix Model ◽  
Research Institutes ◽  
Hierarchy Process ◽  
Selection Of

This study explores the experts’ opinions during the consultation stage before law-making for civilian drones. A thorough literature study is first undertaken to have the set of influencing factors that should be suitable for the investigation from the perspective of designing and selecting civilian drones. Several rounds of surveys using the Delphi method, followed by an analytic hierarchy process (AHP), are performed to conform to the organized tree structure of constructs and factors and to obtain the knowledge about the opinions of the expert groups, with the expert sample being intentionally partitioned into three opinion groups at the beginning: academia (A), industry (I), and research institutes (R). Doing so facilitates a “mind-mining” process using the triple helix model (THM), while the opinions across the groups can also be visualized and compared. This exploits a new set of knowledge for the design and selection of civilian drones on a scientific yet empirical basis, and the observed differences and similarities among the groups may benefit their future negotiations to propose the drafts for regulating the design, manufacturing, and uses of civilian drones. As several significant implications and insights are also drawn and gained from the abovementioned results eventually, some possible research directions are worthwhile. The proposed hybrid methodological flow is another novelty.

Optimizing the Host of a Travel Program for Commercial TV Stations by Using the AHP and Sensitivity Analysis

2014 ◽  
Vol 6 (3) ◽  
pp. 30-42
Author(s):  
Pi-Fang Hsu ◽  
Chia-Wen Tsai ◽  
Kun-Chung Chen
Keyword(s):  
Sensitivity Analysis ◽  
Delphi Method ◽  
Research Model ◽  
Weight Changes ◽  
Analytic Hierarchy ◽  
New Host ◽  
Modified Delphi ◽  
Evaluative Criteria ◽  
Proposed Model ◽  
Hierarchy Process

This study develops a model for selecting a host for a travel show. First, the proposed model adopts the “Modified Delphi Method” to find out suitable criteria to evaluative hosts of travel shows. Next, the research model applies the “Analytic Hierarchy Process (AHP)” to determine the relative weights of the evaluative criteria, and then ranks the alternatives and selects the optimum host for a travel show. Additionally, a well-known Taiwanese TV station is taken as an example, to demonstrate how a new host of a travel show is selected by applying this model. The results indicate that managers of commercial TV stations rank criteria in the following order of importance: “Image”, “Viewpoint from production”, “Professional skills”, and “Personal conditions”. Eventually, using the sensitivity analysis to test criteria when assessing factors of weight changes and how about the other assessment factors.

Optimization of tailings disposal method using fuzzy analytic hierarchy process

2019 ◽  
Vol 19 (5) ◽  
pp. 1563-1571
Author(s):  
Saeed Naraghi ◽  
Isa Masoumi ◽  
Farshad Rashidinejad
Keyword(s):  
Analytic Hierarchy Process ◽  
Fuzzy Analytic Hierarchy Process ◽  
Analytic Hierarchy ◽  
Tailings Disposal ◽  
Proposed Model ◽  
Wide Range ◽  
Increasing Demand ◽  
Hierarchy Process ◽  
Complicated Task ◽  
Selection Of

Abstract Due to the increasing demand for metals, the extractable grade of metal deposits has been decreasing and caused an increase in the amount of tailings. Increase in the volume of tailings requires proper attention to tailings disposal, the establishment of tailings dams, water consumption and prevention of environmental and groundwater pollution. Since tailings disposal consists of many stages such as discharge, thickening technology and location, and transportation, selection of the best disposal method is a complicated task. Nowadays, decision-making methods are widely used and they are very reliable and efficient. Therefore, a model based on fuzzy analytic hierarchy process (AHP) has been developed in this study to optimize tailings disposal method selection. In the model, 21 criteria and a wide range of alternatives have been introduced. The model has been applied to the Sangan Iron Ore Project (SIOP). The concentrator plant of SIOP will produce 75 million tons of tailings during the mine lifetime. Since the current disposal method wastes 1.5 million cubic metres of water annually and the project is located in a dry region, the proposed model has been used to investigate other options and the results show the filtered technique is the best alternative.

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