The fuzzy DEMATEL based impact derivations for integrated marketing communications on the high-technology brands

Chi Yo Huang, Cheng Wei Liu, Gwo Hshiung Tzeng

Research output: Contribution to conferencePaper

1 Citation (Scopus)

Abstract

The brand image is the most valuable asset of a company while a well-established integrated marketing communications (IMC) mechanism aims to establish brand images and enhance a firm's competitive advantage. However, the application of the IMC concept in high-technology marketing is not mature. Available past researches are very limited. How the IMC can influence the brand of a high technology firm was seldom addressed. Further, the IMC components influence each other. So, this research aims to define a decision making framework for deriving the influences between the IMC components as well as the impacts of the IMC components on the brand of a high technology firm. A fuzzy Decision Making Trial and Evaluation Laboratory (DEMATEL) based multiple criteria decision making (MCDM) framework being integrated with the Analytic Network Process (ANP) will be proposed for deriving the network relationship map (NRM) between the IMC components. Meanwhile, the weights versus each IMC component can be derived. The empirical study results demonstrate that marketing communication is the major aspect for influencing brand promotion while the advertisement is the most important factor in the communication aspect which can influence the high-technology brand promotion. The analytic framework can be used in IMC strategy definitions of high technology firms' brand developments.

Original languageEnglish
Pages131-136
Number of pages6
DOIs
Publication statusPublished - 2012 Dec 1
Event2012 International Conference on Fuzzy Theory and Its Applications, iFUZZY 2012 - Taichung, Taiwan
Duration: 2012 Nov 162012 Nov 18

Other

Other2012 International Conference on Fuzzy Theory and Its Applications, iFUZZY 2012
CountryTaiwan
CityTaichung
Period12/11/1612/11/18

Keywords

  • Branding Strategy
  • Fuzzy DEMATEL
  • Fuzzy MCDM (Multiple Criteria Decision Making
  • Integrated Marketing Communication
  • MCDM)

ASJC Scopus subject areas

  • Logic

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  • Cite this

    Huang, C. Y., Liu, C. W., & Tzeng, G. H. (2012). The fuzzy DEMATEL based impact derivations for integrated marketing communications on the high-technology brands. 131-136. Paper presented at 2012 International Conference on Fuzzy Theory and Its Applications, iFUZZY 2012, Taichung, Taiwan. https://doi.org/10.1109/iFUZZY.2012.6409688