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    題名: The application of fuzzy synthetic decision approach to brand evaluation
    作者: Li, Yueh-hwa;Chang, Hsiao-chien
    貢獻者: 淡江大學企業管理學系
    關鍵詞: Brand evaluation;fuzzy synthetic
    日期: 2005-01-01
    上傳時間: 2009-11-30 12:34:58 (UTC+8)
    出版者: New Delhi: TARU Publications
    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.
    關聯: Journal of Statistics & Management systems 8(2), pp.343-353
    DOI: 10.1080/09720510.2005.10701163
    顯示於類別:[企業管理學系暨研究所] 期刊論文

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