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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/55743


    Title: Using Multi-attribute Utility Theory to Rank and Select Co-branding Partners
    Authors: Chang, Wei-lun
    Contributors: 淡江大學企業管理學系
    Date: 2008-11
    Issue Date: 2011-08-24 16:24:33 (UTC+8)
    Abstract: As many companies seek growth through the extension of new markets, co-branding strategy provides an avenue to provide signals of quality and image as successful brands. In the last decade, co-branding and other cooperative brand activities have seen a 40% annual growth. The present study utilizes big five model of brand personality concept to explore the potential co-branding partners by employing multi-attribute utility theory (MAUT) to estimate and rank utilities for possible partners from big five model. This work attempts to demonstrate the proof-of-concept of our approach for a company in determining a beneficial and supportive co-branding partner.
    Relation: IEEE 8th International Conference on Intelligent System and Applications (ISDA 08), Kaohsiung, pp.195-200
    DOI: 10.1109/ISDA.2008.220
    Appears in Collections:[企業管理學系暨研究所] 會議論文

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