Using the fuzzy multicriteria decision making approach to evaluate brand equity: A study of privatized firms

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dc.authorid0000-0002-8072-031X
dc.authorid0000-0003-0887-5963
dc.authorid0000-0002-9858-1266
dc.contributor.authorDinçer, Hasan
dc.contributor.authorBozaykut-Bük, Tuba
dc.contributor.authorEmir, Şenol
dc.contributor.authorYüksel, Serhat
dc.contributor.authorAshill, Nicholas
dc.date.accessioned2019-12-27T11:47:02Z
dc.date.available2019-12-27T11:47:02Z
dc.date.issued2020
dc.departmentİstanbul Medipol Üniversitesi, İşletme ve Yönetim Bilimleri Fakültesi, Uluslararası Ticaret ve Finansman Bölümü
dc.departmentİstanbul Medipol Üniversitesi, İşletme ve Yönetim Bilimleri Fakültesi, İşletme Bölümü
dc.description.abstractPurpose: The purpose of this paper is to present a multidimensional evaluation of brand equity performance incorporating dimensions adopted from the balance scorecard (BSC) approach to business performance. Design/methodology/approach: In this study, text mining is used for automatic extraction of valuable information from textual data such as the financial reports of firms. Instead of expert opinions, linguistic scales built upon outcomes of text mining are used as inputs for decision-making. The proposed model combines fuzzy DEMATEL (FDEMATEL), fuzzy ANP (FANP), fuzzy TOPSIS (FTOPSIS) and fuzzy VIKOR (FVIKOR) methods for weighting criteria and ranking alternatives. Findings: Using data from five privatized firms in Turkey, the study’s findings demonstrate that the customer is the most important dimension of brand equity performance evaluation. Cash flow and brand loyalty are identified as the most important criteria in the measurement of brand equity performance. Practical implications: Findings highlight the importance of firms taking action to increase consumer perceptions, attitudes and behaviors in the privatization processes. For this purpose, privatized firms need to understand the expectations of customers to increase customer satisfaction and loyalty and therefore improve brand equity. Originality/value: The paper contributes to literature in several important ways. First, by adopting the BSC approach, it proposes a holistic and a multidimensional model for measuring brand equity performance. Second, the study offers a novel methodology using a hybrid multi-criteria decision-making model designed for the fuzzy environment. Third, the study uses the knowledge extraction tool of text mining in the fuzzy decision-making process. Finally, the study evaluates the brand equity performance of privatized firms in an emerging country context.
dc.identifier.citationDinçer, H., Bozaykut-Bük, T., Emir, Ş., Yüksel, S. ve Ashill, N. (2020). Using the fuzzy multicriteria decision making approach to evaluate brand equity: A study of privatized firms. Journal of Product and Brand Management, 29(3), 335–354. http://doi.org/10.1108/JPBM-09-2018-2037
dc.identifier.doi10.1108/JPBM-09-2018-2037
dc.identifier.endpage354
dc.identifier.issn1061-0421
dc.identifier.issue3
dc.identifier.scopusqualityQ1
dc.identifier.startpage335
dc.identifier.urihttp://doi.org/10.1108/JPBM-09-2018-2037
dc.identifier.urihttps://hdl.handle.net/20.500.12511/4775
dc.identifier.volume29
dc.identifier.wosqualityQ2
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherEmerald Group Publishing
dc.relation.ispartofJournal of Product and Brand Managementen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/embargoedAccess
dc.subjectBranding
dc.subjectFuzzy Sets
dc.subjectBrand Equity
dc.subjectBrand Name
dc.subjectCorporate Branding
dc.subjectBrand Performance
dc.subjectBrand Management
dc.subjectKnowledge Extraction
dc.subjectText Mining
dc.subjectFuzzy Logic
dc.titleUsing the fuzzy multicriteria decision making approach to evaluate brand equity: A study of privatized firms
dc.typeArticle

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