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Using the fuzzy multicriteria decision making approach to evaluate brand equity: A study of privatized firms
Dinçer, Hasan; Bozaykut-Bük, Tuba; Emir, Şenol; Yüksel, Serhat; Ashill, Nicholas (Emerald Group Publishing, 2020)Purpose: 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/method ...