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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/53541

    Title: Using multi-criteria decision aid to rank and select co-branding partners: From a brand personality perspective
    Authors: Chang, Wei-Lun
    Contributors: 淡江大學企業管理學系
    Keywords: Brand identity;Cybernetics;Decision making;Strategic planning;Utility theory
    Date: 2009
    Issue Date: 2011-05-20 09:43:33 (UTC+8)
    Publisher: Bingley: Emerald Group Publishing Ltd.
    Abstract: Purpose - The purpose of this paper is to utilize the big five models of brand personality concept to explore potential co-branding partners by employing the multi-attribute utility theory (MAUT) to estimate and rank utilities for possible partners from the big five models.
    Design/methodology/approach – Design science, an artifact of proof-of-concept system is used for deciding co-branding partners.
    Findings - The present study attempts to demonstrate the proof-of-concept of the proposed MAUT-based decision model for a company in determining a beneficial and supportive co-branding partner.
    Practical implications - This paper aims to provide clues for industries in terms of providing a MAUT-based decision-making approach and a strategic information system. Examples from the telecommunication industry also demonstrate the feasibility of the approach.
    Originality/value - The proposed decision-making method: provides clues for ranking and selection of co-branding partners; explores the brand personality of the potential partners primitively; utilizes the MAUT approach to estimate utilities of the partners; and furnishes a roadmap for brand alliance research.
    Relation: Kybernetes 38(6), pp.950-965
    DOI: 10.1108/03684920910973171
    Appears in Collections:[企業管理學系暨研究所] 期刊論文

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