Browsing by Author "Wang, Yung-Lan"

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Brand marketing for creating brand value based on a MCDM model combining DEMATEL with ANP and VIKOR methods
(2012-04-01)
Wang, Yung-Lan
;
Tzeng, Gwo-Hshiung
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科技管理研究所
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Institute of Management of Technology
When consumers purchase products, they will consider the brand first, because it indirectly leads consumers to associate the products with the quality, functions, and the design. Based on the smiling curve, it showed enhancing the marketing or R&D will create value-added to the products or brands. Thus, this study intended to use brand marketing to create brand value. However, there are many criteria among the strategies, and they are interrelated. Therefore, this study utilized the MCDM model combining DEMATEL with ANP and VIKOR methods to clarify the interrelated relationships of brand marketing and find the problems or gaps; then, evaluated the situation to reduce the gaps in order to achieve the aspired levels and rank the priorities in brand marketing strategies, we also evaluated the customer's satisfaction of brand marketing by three electronic manufacturing companies in Taiwan. As the empirical results, value pricing is the most important factor, followed by consumer's price perception and perceived quality while showed the highest satisfaction of brand marketing was in F2 company. The results of this paper will provide the enterprises with a reference for planning brand marketing. (C) 2011 Elsevier Ltd. All rights reserved.
Key Success Factors of Brand Marketing for Creating the Brand Value Based on a MCDM Model Combining DEMATEL with ANP Methods
(2010)
Wang, Yung-Lan
;
Tzeng, Gwo-Hshiung
;
Lee, Wen-Shiung
;
科技管理研究所
;
Institute of Management of Technology
When consumers purchase products, they will consider the brand first, because it indirectly leads consumers to associate with the quality, functions, and design of products. According to the smiling curve, the production of products is interacted with marketing and R&D. Therefore, the enterprises enhancing the marketing and R&D for production can create brand value. This study focuses on the marketing, and is based on the traditional marketing strategies to develop the brand marketing mix. However, there are many criteria among the strategies, and the criteria are interrelated. Thus, we want to probe the key success factors of the brand marketing to satisfy customer\'s needs. A MCDM model combining DEMATEL with ANP methods is used to find the importance and influence among the dimensions and criteria, which can evaluate marketing strategy. The study results will provide the enterprises with a reference for planning brand marketing.