Brand marketing for creating brand value based on a MCDM model combining DEMATEL with ANP and VIKOR methods

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 RD 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.

[1]  V. Kasturi Rangan,et al.  Going to Market: Distribution Systems for Industrial Products , 1989 .

[2]  Madjid Tavana,et al.  Dynamic air tasking evaluation in a simulated network-centric battlespace , 2009 .

[3]  Leonard V. Coote,et al.  Corporate sponsorship of a cause: the role of identification in purchase intent , 2005 .

[4]  D. Aaker.  Building Strong Brands , 1995 .

[5]  Anders Parment,et al.  Distribution strategies for volume and premium brands in highly competitive consumer markets , 2008 .

[6]  Wolfgang Ulaga,et al.  Measuring Customer- Perceived Value in Business Markets A Prerequisite for Marketing Strategy Development and Implementation , 2001 .

[7]  Xinlei Chen,et al.  Informing, Transforming, and Persuading: Disentangling the Multiple Effects of Advertising on Brand Choice Decisions , 2008, Mark. Sci..

[8]  Gwo-Hshiung Tzeng,et al.  Multicriteria Planning of Post‐Earthquake Sustainable Reconstruction , 2002 .

[9]  Cheng-Wei Lin,et al.  Multi-criteria analysis of alternative-fuel buses for public transportation , 2005 .

[10]  Gwo-Hshiung Tzeng,et al.  Improving tourism policy implementation – The use of hybrid MCDM models , 2012 .

[11]  Thomas R. Wotruba,et al.  The Evolution of Personal Selling , 2013 .

[12]  Dominique M. Hanssens,et al.  The Category-Demand Effects of Price Promotions , 2000 .

[13]  J. J. Cronin,et al.  Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments , 2000 .

[14]  Gwo-Hshiung Tzeng,et al.  Fuzzy MCDM approach for selecting the best environment-watershed plan , 2011, Appl. Soft Comput..

[15]  Gary L. Frazier.  Organizing and managing channels of distribution , 1999 .

[16]  P. Farquhar.  MANAGING BRAND EQUITY , 1989 .

[17]  V. Zeithaml.  Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence: , 1988 .

[18]  Gwo-Hshiung Tzeng,et al.  Combined DEMATEL techniques with novel MCDM for the organic light emitting diode technology selection , 2011, Expert Syst. Appl..

[19]  Bernard L. Simonin,et al.  "Brought to you by Brand A and Brand B" Investigating Multiple Sponsors' Influence On Consumers' Attitudes Toward Sponsored Events , 2003 .

[20]  D. Arnold,et al.  The Handbook Of Brand Management , 1992 .

[21]  Gwo-Hshiung Tzeng,et al.  A value-created system of science (technology) park by using DEMATEL , 2009, Expert Syst. Appl..

[22]  R. Batra,et al.  Affective Responses Mediating Acceptance of Advertising , 1986 .

[23]  김현철,et al.  체험마케팅(Experiential Marketing)의 오해와 진실 , 2010 .

[24]  Paul John Hopkinson,et al.  Fundamentals of Marketing , 1989 .

[25]  J. Bowen.  Marketing leadership in hospitality , 1989 .

[26]  Gwo-Hshiung Tzeng,et al.  Creating the aspired intelligent assessment systems for teaching materials , 2011, Expert Syst. Appl..

[27]  Wen-Hsien Tsai,et al.  Selecting management systems for sustainable development in SMEs: A novel hybrid model based on DEMATEL, ANP, and ZOGP , 2009, Expert Syst. Appl..

[28]  Richard G. Netemeyer,et al.  Price Perceptions and Consumer Shopping Behavior: A Field Study , 1993 .

[29]  Xiaoyan Xing,et al.  Effects of Hosting a Sport Event on Destination Brand: A Test of Co-branding and Match-up Models , 2006 .

[30]  Gwo-Hshiung Tzeng,et al.  A Novel Hybrid MCDM Model Combined with DEMATEL and ANP with Applications , 2008 .

[31]  N. Hollis,et al.  Understanding, measuring, and using brand equity , 1996 .

[32]  Merlin Stone,et al.  Multichannel customer management: The benefits and challenges , 2002 .

[33]  David Arant,et al.  War, Media, and Propaganda: A Global Perspective , 2006 .

[34]  Gwo-Hshiung Tzeng,et al.  A balanced scorecard approach to establish a performance evaluation and relationship model for hot spring hotels based on a hybrid MCDM model combining DEMATEL and ANP , 2011 .

[35]  D E Gray,et al.  The image. , 1984, The Journal of the Kansas Medical Society.

[36]  Wei-Jaw Deng,et al.  The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services , 2009, Comput. Hum. Behav..

[37]  A. Gabus,et al.  World Problems, An Invitation to Further Thought within the Framework of DEMATEL , 1972 .

[38]  Stephen L. Vargo,et al.  Evolving to a New Dominant Logic for Marketing , 2004 .

[39]  H. Gemünden,et al.  Value Creation in Buyer–Seller Relationships: Theoretical Considerations and Empirical Results from a Supplier's Perspective , 2001 .

[40]  I. R. Andrews,et al.  Effect of price information on product quality ratings. , 1971 .

[41]  David A. Aaker,et al.  Measuring audience perceptions of commercials and relating them to ad impact. , 1990 .

[42]  Rik Pieters,et al.  Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects , 2004 .

[43]  Peter D. Bennett.  Dictionary of marketing terms , 1995 .

[44]  S. Farid Mousavi,et al.  Group decision making process for supplier selection with VIKOR under fuzzy environment , 2010, Expert Syst. Appl..

[45]  Gwo-Hshiung Tzeng,et al.  Identification of interrelationship of key customers' needs based on structural model for services/capabilities provided by a Semiconductor-Intellectual-Property Mall , 2009, Appl. Math. Comput..

[46]  Gwo-Hshiung Tzeng,et al.  Evaluating intertwined effects in e-learning programs: A novel hybrid MCDM model based on factor analysis and DEMATEL , 2007, Expert Syst. Appl..

[47]  C. Tschernitz,et al.  Competitive Intelligence , 2001 .

[48]  J. Deighton,et al.  The Interaction of Advertising and Evidence , 1984 .

[49]  Kevin Lane Keller.  Conceptualizing, Measuring, and Managing Customer-Based Brand Equity , 1993 .

[50]  P. Yu.  A Class of Solutions for Group Decision Problems , 1973 .

[51]  Glen M. Broom,et al.  Testing the practitioner's impact on clients , 1979 .

[52]  J. Eaton,et al.  Building Brand Image Through Event Sponsorship: The Role of Image Transfer , 1999 .

[53]  Gwo-Hshiung Tzeng,et al.  A VIKOR technique based on DEMATEL and ANP for information security risk control assessment , 2013, Inf. Sci..

[54]  Gwo-Hshiung Tzeng,et al.  Identification of a threshold value for the DEMATEL method using the maximum mean de-entropy algorithm to find critical services provided by a semiconductor intellectual property mall , 2009, Expert Syst. Appl..

[55]  L. Wood.  Brands and brand equity: definition and management , 2000 .

[56]  Shelly Chaiken,et al.  Brand name as a heuristic cue: The effects of task importance and expectancy confirmation on consumer judgments. , 1992 .

[57]  Thomas T. Nagle,et al.  The Strategy and Tactics of Pricing , 1988 .

[58]  L. Gary,et al.  ABELL F. Dereck, Defining The Business. The Starting Point of Strategic Planning . USA, Prentice Hall, Englewood Cliffs, New Jersey, 1980. , 1996 .

[59]  Susan M. Mudambi.  Branding Importance in Business-to-Business Markets: Three Buyer Clusters , 2002 .

[60]  S. Bedekar.  Marketing : concepts and strategies , 1991 .

[61]  Gwo-Hshiung Tzeng,et al.  An integrated MCDM technique combined with DEMATEL for a novel cluster-weighted with ANP method , 2011, Expert Syst. Appl..

[62]  C. Chang,et al.  Multi-criteria analysis via the VIKOR method for prioritizing land-use restraint strategies in the Tseng-Wen reservoir watershed. , 2009, Journal of environmental management.

[63]  Nancy Snow,et al.  War, media, and propaganda : a global perspective , 2004 .

[64]  K. Gwinner.  A model of image creation and image transfer in event sponsorship , 1997 .

[65]  Alan Wolfe.  Profit from Strategic Marketing: How to Succeed in Business Markets , 1993 .

[66]  F. Evans,et al.  Selling as a Dyadic Relationship – A New Approach , 1963 .

[67]  John Saunders,et al.  Principles of Marketing: 1st European Edition , 1996 .

[68]  J. Jacoby,et al.  Intrinsic versus extrinsic cues as determinants of perceived product quality. , 1974 .

[69]  Wei-Wen Wu,et al.  Developing global managers' competencies using the fuzzy DEMATEL method , 2007, Expert Syst. Appl..

[70]  Stuart Crainer.  Financial Times Handbook of Management , 2000 .

[71]  F. Selnes,et al.  The Strategic Role of the Salesperson in Established Buyer-Seller Relationships , 1997 .

[72]  Adrian Mackay,et al.  Practice of Advertising , 2004 .

[73]  Gary A. Steiner,et al.  A Model for Predictive Measurements of Advertising Effectiveness , 1961 .

[74]  Haemoon Oh,et al.  Diners' Perceptions of Quality, Value, and Satisfaction , 2000 .

[75]  P. Kotler,et al.  Principles of Marketing , 1983 .

[76]  Gwo-Hshiung Tzeng,et al.  Airline safety measurement using a hybrid model , 2007 .

[77]  Peter Doyle,et al.  Marketing Management and Strategy , 1994 .

[78]  David E. Sprott,et al.  Using product sampling to augment the perceived quality of store brands , 2004 .

[79]  Jack Sutcliffe.  ‘Managing Brand Equity: Capitalizing on the Value of a Brand Name’ , 1993 .

[80]  J. Petrick,et al.  An Examination of the Construct of Perceived Value for the Prediction of Golf Travelers’ Intentions to Revisit , 2002 .

[81]  Ravi Pappu,et al.  Sponsorship portfolio as a brand-image creation strategy , 2011 .

[82]  David Raffo,et al.  1 Value-Based Pricing For New Software Products : Strategy Insights for Developers , 2004 .

[83]  Ching-Fu Chen.  Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: Evidence from Taiwan , 2008 .

[84]  O. Ferrell,et al.  Marketing Concepts and Strategies , 1989 .

[85]  Ravi Shankar,et al.  Selection of logistics service provider: An analytic network process (ANP) approach , 2007 .

[86]  H. Sutton.  Competitive Intelligence , 1988 .

[87]  David Shipley,et al.  Integrative Pricing via the Pricing Wheel , 2001 .

[88]  Lisa M.C. Wood.  Added value: Marketing basics? , 1996 .

[89]  Wayne D. Hoyer,et al.  Promotion Signal: Proxy for a Price Cut? , 1990 .

[90]  R. B. Woodruff,et al.  The Initiators of Changes in Customers' Desired Value Results from a Theory Building Study , 2001 .

[91]  Frederick E. Webster,et al.  Understanding the relationships among brands, consumers, and resellers , 2000 .

[92]  Θωμάς Υφαντίδης,et al.  Brand Management & Στρατηγική , 2012 .

[93]  Chi-Yo Huang,et al.  System on chip design service e-business value maximization through a novel MCDM framework , 2011, Expert Syst. Appl..

[94]  G. Tzeng,et al.  Reconfiguring the innovation policy portfolios for Taiwan's SIP Mall industry , 2007 .

[95]  G. Tzeng,et al.  Marketing strategy based on customer behaviour for the LCD-TV , 2006 .

[96]  W. Grassl.  Strategic Brand Management: Building, Measuring, and Managing Brand Equity. , 2000 .

[97]  Gwo-Hshiung Tzeng,et al.  Extended VIKOR method in comparison with outranking methods , 2007, Eur. J. Oper. Res..

[98]  Dmitri Kuksov,et al.  Brand Value in Social Interaction , 2007, Manag. Sci..

[99]  Barbara L. Gross,et al.  Why we buy what we buy: A theory of consumption values , 1991 .

[100]  Glen M. Broom,et al.  Advancement for public relations role models , 1986 .

[101]  Gwo-Hshiung Tzeng,et al.  Knowledge management adoption and assessment for SMEs by a novel MCDM approach , 2011, Decis. Support Syst..

[102]  P. F. Anderson.  Marketing, Strategic Planning and the Theory of the Firm , 1982 .

[103]  Ke Te Le Mei Ru He Deng Yi.  Marketing management: analysis. planning. implementation and control , 2000 .

[104]  Angeline G. Close,et al.  The Pivotal Roles of Product Knowledge and Corporate Social Responsibility in Event Sponsorship Effectiveness , 2010 .

[105]  Gwo-Hshiung Tzeng,et al.  Compromise solution by MCDM methods: A comparative analysis of VIKOR and TOPSIS , 2004, Eur. J. Oper. Res..

[106]  Thomas C. Kinnear,et al.  Principles of Marketing , 1983 .

[107]  Michael Alt,et al.  CAN A BRAND BE CHEEKY , 1988 .

[108]  Stephen J. Hanges.  Managing customer value: Creating quality and service that customers can see , 1995 .

[109]  Gwo-Hshiung Tzeng,et al.  A hybrid ANP model in fuzzy environments for strategic alliance partner selection in the airline industry , 2011, Appl. Soft Comput..

[110]  L. Chernatony.  Creating Powerful Brands , 2010 .

[111]  Thomas L. Saaty,et al.  Decision making with dependence and feedback : the analytic network process : the organization and prioritization of complexity , 1996 .

[112]  Gwo-Hshiung Tzeng,et al.  A VIKOR-Based Multiple Criteria Decision Method for Improving Information Security Risk , 2009, Int. J. Inf. Technol. Decis. Mak..

[113]  G. Erickson,et al.  The Role of Price in Multi-attribute Product Evaluations , 1985 .

[114]  Theodore Levitt.  Innovation in Marketing: New Perspectives for Profit and Growth , 1962 .

[115]  John K. Ryans,et al.  Linking advertising and brand value , 2000 .

[116]  Gwo-Hshiung Tzeng,et al.  Combined MCDM techniques for exploring stock selection based on Gordon model , 2009, Expert Syst. Appl..

[117]  R. S. Alexander,et al.  Marketing definitions : a glossary of marketing terms , 1960 .

[118]  Peter H. Bloch,et al.  Correlates of Price Acceptability , 1988 .

[119]  Kristen Campbell Eichhorn,et al.  Cognitive communication competence within public relations practitioners: Examining gender differences between technicians and managers , 2007 .

[120]  Gwo-Hshiung Tzeng,et al.  Multicriteria selection for a restaurant location in Taipei , 2002 .

[121]  Jerry C. Olson,et al.  Price, brand name, and product composition characteristics as determinants of perceived quality. , 1971 .

[122]  Bongsik Shin,et al.  Data Mining: New Arsenal for Strategic Decision Making , 1999, J. Database Manag..

[123]  Udo Wagner,et al.  Assessing the Effectiveness of Sport Sponsorships — An Empirical Examination , 2004 .

[124]  Barton A. Weitz,et al.  Personal selling and sales management: A relationship marketing perspective , 1999 .

[125]  T. Lucey.  Cost and Management Accounting , 1992 .

[126]  D. Merunka,et al.  The impact of brand personality and sales promotions on brand equity , 2011 .

[127]  Chris Ryan,et al.  Assisting the poor in China through tourism development: A review of research , 2012 .

[128]  Gwo-Hshiung Tzeng,et al.  Measures and evaluation for environment watershed plans using a novel hybrid MCDM model , 2010, Expert Syst. Appl..

[129]  Gwo-Hshiung Tzeng,et al.  Combined DEMATEL technique with a novel MCDM model for exploring portfolio selection based on CAPM , 2011, Expert Syst. Appl..

[130]  Judy A. Siguaw,et al.  A Model of Value Creation , 2001 .

[131]  M. Freimer,et al.  Some New Results on Compromise Solutions for Group Decision Problems , 1976 .

[132]  S. Winter,et al.  Replication as Strategy , 2001 .

[133]  E. Anderson,et al.  Patterns of Credible Commitments: Territory and Brand Selectivity in Industrial Distribution Channels , 1997 .

[134]  V. Zeithaml.  Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence , 1988 .