Using Multi-attribute Utility Theory to Rank and Select Co-branding Partners

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题名:	Using Multi-attribute Utility Theory to Rank and Select Co-branding Partners
作者:	Chang, Wei-lun
贡献者:	淡江大學企業管理學系
日期:	2008-11
上传时间:	2011-08-24 16:24:33 (UTC+8)
摘要:	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.
關聯:	IEEE 8th International Conference on Intelligent System and Applications (ISDA 08), Kaohsiung, pp.195-200
DOI:	10.1109/ISDA.2008.220
显示于类别:	[企業管理學系暨研究所] 會議論文

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