How to Choose the Correct Branding? Application of Fuzzy VIKOR on Consumers Purchasing the Luxury Brand

DOI

10.2991/assehr.k.210121.124How to use a DOI?

Keywords

“Fuzzy VIKOR”, “MCDM”, “luxury brands”

Abstract

This paper applies the fuzzy VIKOR method to the luxury brand decision-making behavior. The method adds the largest group utility with the smallest regret of alternatives on the basis of fuzzy theory to solve the multi-criteria decision-making problem. The research process and results show that the opinions of decision-making experts can be the epitome of consumers’ buying behavior, brand managers can also make more accurate marketing strategies, and they will be more constructive in the use of future marketing communication budgets.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Tienchin Wang
AU  - Yenying Huang
PY  - 2021
DA  - 2021/01/23
TI  - How to Choose the Correct Branding? Application of Fuzzy VIKOR on Consumers Purchasing the Luxury Brand
BT  - Proceedings of the 6th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2020)
PB  - Atlantis Press
SP  - 618
EP  - 623
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210121.124
DO  - 10.2991/assehr.k.210121.124
ID  - Wang2021
ER  -