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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/20139

    Title: The application of fuzzy synthetic decision approach to brand evaluation
    Authors: Li, Yueh-hwa;Chang, Hsiao-chien
    Contributors: 淡江大學企業管理學系
    Keywords: Brand evaluation;fuzzy synthetic
    Date: 2005-01-01
    Issue Date: 2009-11-30 12:34:58 (UTC+8)
    Publisher: New Delhi: TARU Publications
    Abstract: 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.
    Relation: Journal of Statistics & Management systems 8(2), pp.343-353
    DOI: 10.1080/09720510.2005.10701163
    Appears in Collections:[企業管理學系暨研究所] 期刊論文

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