Khazaei Pool, Javad; Arabzad, S. Mohammad; Asian, Sobhan; … - In: Journal of Modelling in Management 13 (2018) 1, pp. 137-155
Purpose: This paper aims to provide a quantitative basis to analytically determine the ranking of the brand personality of Adidas, Asics, Nike, Puma and Saucony brands among Iranian customers via a conventional multi-criteria decision-making (MCDM) method. Design/methodology/approach: Data for...