TY - CONF
T1 - The fuzzy DEMATEL based impact derivations for integrated marketing communications on the high-technology brands
AU - Huang, Chi Yo
AU - Liu, Cheng Wei
AU - Tzeng, Gwo Hshiung
PY - 2012
Y1 - 2012
N2 - 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.
AB - 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.
KW - Branding Strategy
KW - Fuzzy DEMATEL
KW - Fuzzy MCDM (Multiple Criteria Decision Making
KW - Integrated Marketing Communication
KW - MCDM)
UR - http://www.scopus.com/inward/record.url?scp=84874082142&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84874082142&partnerID=8YFLogxK
U2 - 10.1109/iFUZZY.2012.6409688
DO - 10.1109/iFUZZY.2012.6409688
M3 - Paper
AN - SCOPUS:84874082142
SP - 131
EP - 136
T2 - 2012 International Conference on Fuzzy Theory and Its Applications, iFUZZY 2012
Y2 - 16 November 2012 through 18 November 2012
ER -