應用模糊分析網絡流程於品牌形象評估

Using Fuzzy Analytical Network Process to Brand Image Evaluation

徐村和(Tsuen-Ho Hsu) ； 林凌仲(Ling-Zhong Lin)

《行銷評論》 4卷1期 (2007/03) Pp. 41-72

https://doi.org/10.29931/MR.200703.0004

摘要

過去對於品牌形象評估的相關研究，往往忽略品牌形象構面、屬性之間彼此相互依存關係的探討，再加上品牌生命週期各階段彼此的相互影響，及其在品牌形象管理上所扮演的角色，均少有研究加以著墨，也因此形成品牌形象分析架構在實務與應用上的缺口。有鑑於此，本研究嘗試透過建立品牌生命週期形象管理的層級架構，援以分析網絡流程(Analytic Network Process, ANP)方法與模糊集合理論的觀念，試圖針對品牌形象在決策者內心，所呈現的心理佔有率現象，以及形象構面和屬性內部間所產生的相互依存關係，進行詮釋與評估。如此不但能解決過去分析層級架構中，對於品牌形象構面、屬性間獨立效果的不合理假設，而且可以描述品牌生命週期各階段交互影響的關係，以及與品牌形象構面間所產生的回饋問題。

關鍵字

模糊集合 ； 分析網絡流程 ； 品牌形象

並列摘要

Both theoretical and practical efforts in band images often neglect the characteristics that have interactions and mutual influence among attributes or criteria, even in the stages of different brand life cycles. This study aims at creating a hierarchical framework for the brand image managements. The analytical network process and fuzzy sets theory have been applied to both share of mind in brand images and inherent interaction/ inter-dependencies among diverse information resources. A real empirical application has been demonstrated in the department store. Both the theoretical and practical background of this paper have shown that fuzzy analytical network process can capture expert's knowledge existing incomplete and vague information for the mutual influence on attribute and criteria of the brand image managements.

並列關鍵字

Fuzzy Sets ； Analytical Network Process ； Brand Image

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