Brand Marketing for Creating Brand Value Based on a MCDM Model Combining DEMATEL with ANP and VIKOR Methods

• Main Authors: Wang, Yung-Lan, 王泳嵐
• Other Authors: Tzeng, Gwoh-Shiung
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/84825818831059778980

碩士 === 開南大學 === 企業與創業管理學系 === 99 === 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 in consideration. Therefore, the recognition of product has indirectly created values to a brand. In addition, the brand value can be created by many factors, 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-related marketing strategies 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 and gaps in customers’ satisfaction for proposing improvements; then, evaluated the situation by results to reduce the gaps in customers’ satisfaction in order to achieve the aspired levels and rank the priorities in brand marketing strategies. We evaluated the customer’s satisfaction of brand marketing by 3 prestigious electronic manufacturing companies of 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.