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Evaluation of Heavy Commercial Vehicles Brand Considering Multi-Attribute Indexes in China

Author

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  • Xiong Xiaoqin
  • Cheng Aiguo

    (College of Mechanical and Vehicle Engineering, Hunan University, Changsha, 410082, China)

Abstract

Assessment of brand competitiveness which influences consumer trends and company’s sales performance contributes to business development. This paper elaborates the theories and the main investigations of brand competitiveness, and formulates a comprehensive hierarchical structure integrating multi-attribute indexes, i.e., social, technical, managerial, environmental and cultural criteria. An integrated multi-criterion decision-making (MCDM) model combining with analytic hierarchy process (AHP), grey relational analysis (GRA) and VIKOR is presented to determine the weights of influence criteria and to evaluate brand competitiveness. The utilized integrated methodology has been proved to be valid and practical by the empirical application on three enterprises. The results provide an accurate and effective tool for MCDM problem and also a new guideline for the enterprise development.

Suggested Citation

  • Xiong Xiaoqin & Cheng Aiguo, 2020. "Evaluation of Heavy Commercial Vehicles Brand Considering Multi-Attribute Indexes in China," Journal of Systems Science and Information, De Gruyter, vol. 8(4), pages 291-308, August.
    • Handle: RePEc:bpj:jossai:v:8:y:2020:i:4:p:291-308:n:1
    DOI: 10.21078/JSSI-2020-291-18
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    References listed on IDEAS

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