Applying the GRA and entropy to select the most appropriate advertising spokesman
Year of publication: |
2008
|
---|---|
Authors: | Hsu, Pi-fang ; Su, Yu-hsun |
Published in: |
Journal of international marketing and marketing research. - Brixham, ISSN 1010-7347, ZDB-ID 902865-1. - Vol. 33.2008, 1, p. 19-29
|
Subject: | Markenimage | Brand image | Werbeträger | Advertising media | Celebrity-Werbung | Celebrity endorsement | Entropie | Entropy | Multikriterielle Entscheidungsanalyse | Multi-criteria analysis | Getränkeindustrie | Beverage industry | Taiwan |
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