Measuring brand equity of cosmetic chain stores by hybrid multiple criteria decision making methods
Tsu-Ming Yeh and Pei-Ling Hsieh
| Year of publication: |
2015
|
|---|---|
| Authors: | Yeh, Tsu-ming ; Hsieh, Pei-ling |
| Published in: |
International journal of services and operations management. - Olney : Inderscience, ISSN 1744-2370, ZDB-ID 2186492-5. - Vol. 21.2015, 1, p. 27-49
|
| Subject: | fuzzy analytic hierarchy process | FAHP | VIKOR | cosmetic chain stores | brand equity | Multikriterielle Entscheidungsanalyse | Multi-criteria analysis | AHP-Verfahren | AHP approach | Fuzzy-Set-Theorie | Fuzzy sets | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Handelskette | Retail chain | Einzelhandel | Retail trade | Handelsmarke | Store brand | Markenführung | Brand management |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011403655