Evaluation of brand equity using balanced scorecard: Evidence from privatized Turkish firms

Basit Öğe Kaydı
dc.authorid0000-0002-8072-031X
dc.authorid0000-0003-0887-5963
dc.contributor.authorDinçer, Hasan
dc.contributor.authorBozaykut Bük, Tuba
dc.date.accessioned10.07.201910:49:13
dc.date.accessioned2019-07-10T19:57:06Z
dc.date.available10.07.201910:49:13
dc.date.available2019-07-10T19:57:06Z
dc.date.issued2017
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.description13th International Strategic Management Conference (ISMC) -- JUL 06-08, 2017 -- Podgorica, MONTENEGRO
dc.descriptionWOS: 000426866600006
dc.description.abstractRecent studies generally approach brand equity from a consumer oriented paradigm. Based on previous researches, the aim of this paper is to evaluate brand equity by a multidimensional perspective based on balanced scorecard approach. Besides consumer based aspect; financial, organizational, competition dimensions of brand equity are evaluated within a sample of privatized firms listed in Borsa Istanbul. For measuring brand equity, the study offers an original methodology of a hybrid multi-criteria decision making model designed for fuzzy environment. Thereby, the brand equity performances of the selected privatized firms are analyzed by using Fuzzy DEMATEL and Fuzzy VIKOR methods. The results of the analyses present that consumer based dimension is the most influential determinant of brand equity performance. Likewise, financial based dimension is found out to have effects on other brand equity dimensions. Finally, the study findings prove that firms privatized with a high-public-offering-share have the best brand equity performance compared to others.
dc.identifier.citationDinçer, H. ve Bozaykut Bük, T. (2017). Evaluation of brand equity using balanced scorecard: Evidence from privatized Turkish firms. 13th International Strategic Management Conference (ISMC) içinde (64-76. ss.). Podgorica, Montenegro, July 06-08, 2017. https://dx.doi.org/10.15405/epsbs.2017.12.02.6
dc.identifier.doi10.15405/epsbs.2017.12.02.6
dc.identifier.endpage76
dc.identifier.issn2357-1330
dc.identifier.startpage64
dc.identifier.urihttps://dx.doi.org/10.15405/epsbs.2017.12.02.6
dc.identifier.urihttps://hdl.handle.net/20.500.12511/2897
dc.identifier.volume34
dc.identifier.wosqualityN/A
dc.indekslendigikaynakWeb of Science
dc.language.isoen
dc.publisherFuture Academy Ltd
dc.relation.ispartof13th International Strategic Management Conference (ISMC)en_US
dc.relation.ispartofseriesEuropean Proceedings of Social and Behavioural Sciences
dc.relation.publicationcategoryKonferans Öğesi - Uluslararası - Kurum Öğretim Elemanı
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.rightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectBrand Equity
dc.subjectBrand Equity Performance
dc.subjectBalance Scorecard
dc.subjectFuzzy Method
dc.subjectPrivatization
dc.titleEvaluation of brand equity using balanced scorecard: Evidence from privatized Turkish firms
dc.typeConference Object

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