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Títol: Using multi-criteria decision aid to rank and select co-branding partners From a brand personality perspective
Autor: Chang WL (Chang Wei-Lun)
Referència: KYBERNETES
Volum: 38 Issue: 6
Pàgines: 954-969
Any: 2009
Codi ISBN/ISSN: 0368-492X
Tipus de document: Article
Paraules clau: 5-FACTOR MODEL; INFORMATION; ALLIANCES; EQUITY
Idioma: Anglès
Resum: Purpose - The Purpose of this paper is to utilize the big five models of brand personality concept to explore potential co-branding partners by employing the multi-attribute utility theory (MAUT) to estimate and rank utilities for possible partners from the big five models.Design/methodology/approach - Design science, an artifact of proof-of-concept system is used for deciding co-branding partners.Findings - The present study attempts to demonstrate the proof-of-concept of the proposed MAUT-based decision model for a company in determining a beneficial and supportive co-branding partner.Practical implications - This paper aims to provide clues for industries in terms of providing a MAUT-based decision-making approach and a strategic information system. Examples from the telecommunication industry also demonstrate the feasibility of the approach.Originality/value - The proposed decision-making method: provides clues for ranking and selection of co-branding partners; explores the brand personality of the potential partners primitively; utilizes the MAUT approach to estimate utilities of the partners; and furnishes a roadmap for brand alliance research.
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