AHP analysis of classifying and positioning the crucial influential factors of brand establishment in the semiconductor industry (original) (raw)
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Management and Business Research Quarterly, 2018
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Specifying the Determinants of Brand Value by Using AHP Method
Recently, the most successful companies in the world display the importance of knowledge based economy. The transformation from industrial economy to knowledge based economy highlights value added of intangible assets to the companies. Brand as a worthwhile intangible asset constitutes a substantial part of firm value. However lots of studies conducted to measure brand's value solely. There hasn't been generally accepted brand valuation model yet. In this paper it is aimed to present the most important factors in measuring brand value based on the Analytic Hierarchy Process. According to the expert team's responses to our questionnaire the financial and behavioral factors which can affect brand value were found and prioritized. As a result it is determined that the most important factor in brand valuation in the frame of main criteria is Investment in Brand with 0,47 while in general; it is RandD Costs with 0,1893 and Takeover Costs with 0,1852 as the second. On the other hand, Rise in Ratio of Price/Sale and Rise in Net Sales are not considerably important with weights less than 1% on brand valuation.
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Nowadays, the brand personality is core and closest variable in customers’ decision making. Branding in the food industry of Iran is emerging phenomenon. This paper aims to investigate the effective factors on brand regarding the target population of 150 customers of Packard industrial bread factory in the city of Tabriz who are selected through available sampling method. In this paper, using factor analysis and combinatory approach (AHP-TOPSIS) in SPSS and EXCEL, a framework proposed in order to analyze the similarities and differences among consumers’ point of views about the effective factors on brand. Findings show that, management and customers’ political tendencies are the most effective and the least effective factors in the power of brand respectively.
An Application of AHP Approach to Evaluate the Brand Equity for Healthcare Center Case in Taiwan
2014
In recent years, having a strong brand is important, since it can provide a business with several benefits both externally and internally. In order to have a strong brand, the company's and the customer's perception of the brand equity needs to be congruent. Therefore, the objective of the research is to show out the opinions from company and costumers in terms of brand equity by using the Analytical Hierarchy Process (AHP) as research method.
2017
Due to the importance of brand personality in marketing, it is crucial to use our understanding of this concept in formulating the details of what the marketing department should do (i.e. decision making). It is however more easily said than done as the task is complicated since it is hampered by a lack of general agreement about the brand associations that constitute brand personality. Besides, brand personality consists of various attributes and intangible components which are difficult to measure accurately. Therefore, this paper proposes a hybrid multicriteria decision making procedure, combining analytical hierarchy process (AHP) and decision making trial and evaluation laboratory (DEMATEL) method as to serve the decision makers with a quantitative means of assessing brand personality. The proposed procedure uses AHP to assign the weightage of each independent dimension of brand personality and DEMATEL to reveal the causal-effect relations between the attributes within each dim...
The aim of this study is to explore the linkage between data mining and CBBE model to increase our brand knowledge by employing consumer questionnaire to determine the linkage between data mining and CBBE model. Two questionnaires are developed, one from the consumer opinions of analyzed with association rule to understand the relationships between the association rules and each stage of the brand equity pyramid; the other based on the literature review about brand equity factor and brand equity pyramid to design expert questionnaire to explore the linkage between brand equity pyramid and factors. Three main objectives in this study were: (1) to address solutions to the three questions related to brand image and each point of brand development; (2) to derive nine association rules in total by using association rules analysis; (3) to construct an expert questionnaire, and assess the relationships between the questionnaire items and measurement factors in the brand equity pyramid. The results not only helped to understand the status of their brand development but also provided strategies recommendations to improve the weak or underdeveloped stages in the process of brand building.
The Ultimate Influences of Brand Equity Dimensions on Consumer Decision in Hi-Tech Market
Academic Journal of Research and Scientific Publishing, 2021
Laptop market in Iran is the highly competitive market, so the researchers studied the effect of brand equity on consumer behavior in laptop market in Iran. Brand equity consists of four main categories such as brand awareness, perceived quality brand loyalty and brand association. Data were gathered from 505 respondents among different cities of Iran. The influence of brand equity dimensions was analyzed through different Statistical techniques applying SPSS ver22. The analyses proved the influence of all of the four dimensions of Iranian laptop consumption. When view from this prospective, brand Association and brand loyalty placed as higher ranks among the Iranian consumers, In consequence, marketing and advertising manager should put their efforts to improve perceived quality and brand awareness to strength their brand equity in this
A Study on Factors Affecting Brand Preference: An Emiprical Approach
In this era of throat-cut competition, it is very essential for a brand to be in the minds of customers for its sustainability. This study focused on exploring the factors of brand knowledge that make brand a preferred brand as well as to understand the brand experience factors developed due to impact of brand interactions. This study further focused on understanding the impact of brand knowledge and brand experiences which helps in making brand, a preferred brand. To achieve these focused areas, six hypothesis were created at 5% level of significance which were further analyzed with the help of various statistical tools like correlation and multiple regression analysis. The analysis was done with the help of SPSS 20 version software to investigate the impact of preferred brand on the intention to re-purchase and various recommendations were given in the end.
Weighting the Criteria of Brand Selecting in Beverage Industries in Iran
2010
Purpose – This research attempts to introduce important criteria which have effects on selecting the best brands in beverage industries in Iran, also to evaluate the weight of each criterion for selecting the best brand in the case Persian beverage market. Design/methodology/approach – Weighting methods are divided into two categories: objective methods and subjective methods. In this paper entropy were selected from objective methods and Analytic Hierarchy Process (AHP) were selected from subjective methods which lead in two weight vectors, then integration of both vectors results in the effect coefficient of brand selecting criteria. Findings – Experts’ opinions are gathered by questionnaire. Then the major criteria weights are analyzed using the analytic hierarchy process and entropy, final weights are then determined using the compromised weighting method. Brand resonance performs the most important role among all criteria by Persian consumers of beverage products. Practical implications – Many consumers are not fully informed when shopping for products and services, reliance on known and recognized brand names becomes important. Originality/value – First we gathered the most important criteria of brand equity from literatures, which could be listed as, corporation ability association, brand awareness, quality perception, brand resonance, brand extensibility, price flexibility, and repurchase intention.