PropertyValue
?:abstract
  • When consumers purchase products, they will consider the brand first, because it indirectly leads consumers to associate the products with the quality, functions, and the design. Based on the smiling curve, it showed enhancing the marketing or RD then, evaluated the situation to reduce the gaps in order to achieve the aspired levels and rank the priorities in brand marketing strategies, we also evaluated the customer's satisfaction of brand marketing by three electronic manufacturing companies in Taiwan. As the empirical results, value pricing is the most important factor, followed by consumer's price perception and perceived quality while showed the highest satisfaction of brand marketing was in F2 company. The results of this paper will provide the enterprises with a reference for planning brand marketing. ()
?:appearsInJournal
?:citationCount
  • 90 ()
is ?:cites of
?:cites
?:created
  • 2016-06-24 ()
?:creator
?:doi
  • 10.1016/j.eswa.2011.11.057 ()
?:endingPage
  • 5615 ()
?:estimatedCitationCount
  • 137 ()
is ?:hasCitedEntity of
is ?:hasCitingEntity of
?:hasDiscipline
?:hasURL
?:issueIdentifier
  • 5 ()
?:language
  • en ()
  • zh_cht ()
?:publicationDate
  • 2012-04-01 ()
?:publisher
  • Pergamon Press, Inc. ()
?:rank
  • 19240 ()
?:referenceCount
  • 124 ()
?:startingPage
  • 5600 ()
?:title
  • Brand marketing for creating brand value based on a MCDM model combining DEMATEL with ANP and VIKOR methods ()
?:type
?:volume
  • 39 ()

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