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An integrated model for extending brand based on fuzzy ARAS and ANP methods

Author

Listed:
  • Mahmoud Zamani
  • Arefeh Rabbani
  • Abdolreza Yazdani-Chamzini
  • Zenonas Turskis

Abstract

Brand extension is one of the most popular strategies in marketing. This is due to the fact that consumers usually take into account the brand first because it indirectly reflects the design, quality, and functions. According to the significant role of brand in creating benefit and diminishing risk for a new product, this study intended to develop a novel model for selecting the most appropriate strategy in brand extension. However, there are a number of criteria influencing the possible strategies, and they often are interdependent. Therefore, a multi-criteria decision making model based on Analytic Network Process and Additive Ratio Assessment methods has been developed to systematically clarify the interdependent relationships among the evaluation criteria of brand extension and then, scientifically evaluate the feasible strategies and rank the priorities of brand extension strategies. The results of the proposed model show that "Production cost" is the most important factor, followed by "Quality of parent brand" and "Perceived risk" while "Ice cream" is the highest satisfaction of brand extension.

Suggested Citation

  • Mahmoud Zamani & Arefeh Rabbani & Abdolreza Yazdani-Chamzini & Zenonas Turskis, 2014. "An integrated model for extending brand based on fuzzy ARAS and ANP methods," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 15(3), pages 403-423, June.
    • Handle: RePEc:taf:jbemgt:v:15:y:2014:i:3:p:403-423
    DOI: 10.3846/16111699.2014.923929
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    Citations

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    Cited by:

    1. Asir Ozbek & Emel Erol, 2017. "Ranking of Factoring Companies in Accordance with ARAS and COPRAS Methods," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 7(2), pages 105-116, April.
    2. Seyed Morteza Hatefi & Hamideh Asadi & Gholamreza Shams & Jolanta Tamošaitienė & Zenonas Turskis, 2021. "Model for the Sustainable Material Selection by Applying Integrated Dempster-Shafer Evidence Theory and Additive Ratio Assessment (ARAS) Method," Sustainability, MDPI, vol. 13(18), pages 1-23, September.
    3. Arunodaya Raj Mishra & Ayushi Chandel & Parvaneh Saeidi, 2022. "Low-carbon tourism strategy evaluation and selection using interval-valued intuitionistic fuzzy additive ratio assessment approach based on similarity measures," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(5), pages 7236-7282, May.
    4. He, Chao & Zhang, Quanguo & Ren, Jingzheng & Li, Zhaoling, 2017. "Combined cooling heating and power systems: Sustainability assessment under uncertainties," Energy, Elsevier, vol. 139(C), pages 755-766.
    5. Wang, Zhenfeng & Xu, Guangyin & Lin, Ruojue & Wang, Heng & Ren, Jingzheng, 2019. "Energy performance contracting, risk factors, and policy implications: Identification and analysis of risks based on the best-worst network method," Energy, Elsevier, vol. 170(C), pages 1-13.
    6. Huai-Wei Lo & Chao-Che Hsu & Chun-Nen Huang & James J. H. Liou, 2021. "An ITARA-TOPSIS Based Integrated Assessment Model to Identify Potential Product and System Risks," Mathematics, MDPI, vol. 9(3), pages 1-17, January.

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