بازاریابی برند برای ایجاد ارزش برند بر اساس مدل MCDM با ترکیب DEMATEL با روش های ANP و VIKOR

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 R&D will create value-added to the products or brands. Thus, this study intended to use brand marketing to create brand value. However, there are many criteria among the strategies, and they are interrelated. Therefore, this study utilized the MCDM model combining DEMATEL with ANP and VIKOR methods to clarify the interrelated relationships of brand marketing and find the problems or gaps; 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.

In consumer marketing, brands often provide the primary points of differentiation between competitive offerings, and as such they can be critical to the success of companies (Wood, 2000). For consumers, brands can be used to identify the sources or manufacturers while let manufacturers or distributors to know their responsibility. Most importantly, the brands have a special meaning to consumers. Because consumers learned the brands based on the experiences of using the products and from the years of manufacturers marketing plans that they can find which brand is acceptable and which brand are not satisfy their needs. As a result, the brands become a kind of shorthand to simplify products purchase decision tools or methods (Keller, 2001). People may find it rational to make different inferences from the brands they see and from the words they hear (Kuksov, 2007). Therefore, the brands can help consumers connect all the factors of the product. While brands have been widely used to identify products origin and its physical characteristics for many centuries (Farquhar, 1989), currently, the brand-related issues, such as, brand loyalty, brand image and brand equity are widely discussed, but being less concerned about the brand-related marketing to create brand value. Based on the smiling curve (Shih, 1992), it showed enhancing the marketing and R&D will create value-added to the products or brands (see the Fig. 1). Herremans, Ryans, and Aggarwal (2000) also pointed out that customers are retained in several ways but generally by some form of investment in marketing and/or R&D. Marketing support might lead directly to building brand value, which in turn retains customers.Another possibility is that marketing support might retain customers; customer’s retention then reduces return volatility, which in turn builds brand value (Herremans et al., 2000). Keller (2001) noted that the beneficial association to the brands is able to satisfy the consumer’s needs and successfully communicate with consumers by the products or marketing strategy. The brand marketing includes many elements, we can generalize the elements from the literature of Keller (2001) who noted the brand-related marketing with product strategy, price strategy, channel strategy and communication strategy, and use them to satisfy customer’s needs for creating brand value. However, there are many factors in brand marketing and they are complicated and interrelated. One of the hybrid MCDM model combining the decision making trial and evaluation laboratory (DEMATEL) with analytic network process (ANP) and VIKOR methods can be effectively used to solve the complex and tangled problem of understanding the complex structure of the causal relationships; subsequently, one can probe the interrelated relationships between the dimensions and criteria and then to build a impact relation map (IRM) among criteria for brand marketing evaluation. The weights of each factor of MCDM problem for selecting the best strategy will then be derived by utilizing the ANP combined DMATEL (Li and Tzeng, 2009a, Li and Tzeng, 2009b and Tzeng et al., 2007). We then identified the most suitable strategy by VIKOR and offered a complete depiction and testing of the decision model for a reference to enterprises (Chen and Tzeng, 2011 and Chen et al., 2011; Chen, Lein, et al., 2011; Huang et al., 2011, Hung et al., 2011, Liou and Tzeng, 2011, Liu et al., 2011, Liu et al., 2012, Ou Yang et al., 2012, Shen et al., 2011 and Yang and Tzeng, 2011). Currently, the DEMATEL has been applied in marketing to discuss consumers’ behavior of marketing strategy (Chiu, Chen, Tzeng, & Shyu, 2006); in the innovation of industries discussing the policy mix on re-configuration (Huang, Shyu, & Tzeng, 2007). And in R&D, Lin and Tzeng (2009) discussed the value of technology innovation. The analytic network process (ANP) was proposed by Saaty (1996) to overcome the problem of dependence and feedback among criteria or alternatives (Liou, Tzeng, & Chang, 2007). Furthermore, the ANP method is used to decide the relative weights of the criteria. It improves the visibility of decision-making processes and generates priorities between the decision alternatives. In order to provide a systematic approach to set priorities among multi-criteria and trade-off among objectives, the ANP method is applied prior to goal programming formulation, for example: selecting management systems for sustainable development (Tsai & Chou, 2009), the choice of logistics service providers (Jharkharia & Shankar, 2007). In addition, the VIKOR method was applied to determine the best feasible solution according to the selected criteria, such as prioritizing land-use restraint strategies (Chang & Hsu, 2009), supplier selection (Sanayei, Mousavi, & Yazdankhah, 2010), portfolio selection (Ho, Tsai, Tzeng, & Fang, 2011). Therefore, the purpose of this study is intended to provide an empirical case in brand marketing to demonstrate how the MCDM model can be applied to brand marketing to discover important factors that can create brand value. This study proposes a hybrid MCDM model combining the DEMATEL with ANP and VIKOR methods to illustrate the interrelated relationships in brand marketing. After understanding the interrelated relationships, we can find the problems or gaps in brand marketing; then, we evaluate the situation to reduce the gaps in order to achieve the aspired levels in each criterion by considering an impact-relations-map for brand marketing to create brand value. This study also ranks the priorities of dimensions and criteria to find the important factors in brand marketing and also evaluates the customer’s satisfaction of brand marketing in 3 chosen electronic manufacturing companies in Taiwan. The remainder of this paper is organized as follows: we reviewed the literature in Section 2. A hybrid MCDM model combining DEMATEL with ANP and VIKOR for brand marketing is introduced in Section 3. An empirical case of brand marketing is illustrated to demonstrate the proposed methods in Section 4. Conclusions are presented in the last Section.

To consumers, the brands are used to identify the value of products and company image. In order to enhance brand values of products, we proposed the brand marketing to reach the goal. We applied the MCDM model combining DEMATEL with ANP and VIKOR methods to identify the interrelated relationships and find the most important factor of brand marketing. As the empirical results, value pricing is the most important factor, followed by consumer’s price perception and perceived quality. The results also showed that the highest total satisfaction of brand marketing was in F2 company. On the other hand, marketing planners who want to create brand values not only take the value pricing for primary consideration but also improve the price strategy and communication strategy to reduce problems and gaps for reaching aspired levels. Moreover, after a successful transition from OEM to ODM and now entering into the era of OBM in Taiwan. For the future research, there are many brands of different industries or companies can be investigated. Also, there are many interrelated factors among the problems should be clarified and solved. The proposed MCDM model in this study is a good method to solve the interrelated problems. Creating brand value is not only important in Taiwan but also in anywhere in the world. Enterprise must by creating brand values and satisfying customer’s need to maintain their competitive advantage. Therefore, this study proposed the brand marketing to create brand value while there are still many ways or strategies to create brand values should be concerned in the future.