Measuring brand equity of cosmetic chain stores by hybrid multiple criteria decision making methods
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 | AHP-Verfahren | AHP approach | Multikriterielle Entscheidungsanalyse | Multi-criteria analysis | Markenimage | Brand image | Fuzzy-Set-Theorie | Fuzzy sets | Kosmetik | Cosmetics |
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