English  |  正體中文  |  简体中文  |  Items with full text/Total items : 52047/87178 (60%)
Visitors : 8709214      Online Users : 79
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    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

    Files in This Item:

    File Description SizeFormat
    Using Multi-attribute Utility Theory to Rank and Select Co-branding Partners.pdf264KbAdobe PDF287View/Open

    All items in 機構典藏 are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback