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AHP analysis of classifying and positioning the crucial influential factors of brand establishment in the semiconductor industry

Author

Listed:
  • Austin KINGSON(FAN, Chih-Min)

    (Ph.D. Program of Business, Feng Chia University, Taiwan.)

  • Wen-Hsiang LAI

    (Department of Marketing, Feng Chia University, Taiwan)

Abstract

This study categorizes the crucial influencing factors and positions them according to their importance in achieving the impact of semiconductor brand establishment on improving corporate performance and meeting customer needs. This study conducted an in-depth literature review that recognizes the crucial factors necessary for implementing influence in establishing a semiconductor brand. This study identifies five main variables and 17 subvariables, including ‚Customer value‛, ‚Brand equity‛, ‚Brand loyalty‛, ‚Brand orientation‛ and ‚Brand performance‛, and provides experts’ suggestions. They performed the positioning of 17 subvariables and 5 main variables representing crucial influential factors using an analytical hierarchy process (AHP) technique per their relevance in crucial influential factor implementation.Theresults show that 5 main variables and 17 subvariables play a vital role in the successful implementationof the impact of establishing a semiconductor brand, and ‚Customer value‛ has gained more weight compared to the other main variables. ‘Addressing problem’, ‘Superior value’ and ‘New product development’ are more important than are other subvariables. The limitation of this study is that, first, although this study consults experts from the semiconductor industry and academia of various countries, their opinions are only relevant to their regions. Second, the development of this model only applies to the semiconductor industry. Third, only expert opinion variables were used for pairwise comparisons. This study compensates for the lack of key factors in establishing a semiconductor brand, using the literature and expert questionnaires to obtain the weight of each factor through the AHP method and ranking them in order of importance. It examines the overall situation of the practice of building brand comprehension, missing no factor, understanding where the key points areand using them effectively. This research advances the implementation focus of the key factors that affect the establishment of semiconductor brands. According to the results of the literature review, this study is the first on implementing key factors affecting the establishment of a semiconductor brand. This study attempts to fill this gap

Suggested Citation

  • Austin KINGSON(FAN, Chih-Min) & Wen-Hsiang LAI, 2020. "AHP analysis of classifying and positioning the crucial influential factors of brand establishment in the semiconductor industry," Journal of Economics and Political Economy, EconSciences Journals, vol. 7(4), pages 234-260, December.
    • Handle: RePEc:cvv:journ1:v:7:y:2020:i:4:p:234-260
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    References listed on IDEAS

    as
    1. Aris Insan Waluya & M. Ali Iqbal & Rhian Indradewa, 2019. "How product quality, brand image, and customer satisfaction affect the purchase decisions of Indonesian automotive customers," International Journal of Services, Economics and Management, Inderscience Enterprises Ltd, vol. 10(2), pages 177-193.
    2. Adam Copeland & Adam Hale Shapiro, 2016. "Price Setting and Rapid Technology Adoption: The Case of the PC Industry," The Review of Economics and Statistics, MIT Press, vol. 98(3), pages 601-616, July.
    3. Merz, Michael A. & Zarantonello, Lia & Grappi, Silvia, 2018. "How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale," Journal of Business Research, Elsevier, vol. 82(C), pages 79-89.
    4. Lars Mönch & Chen-Fu Chien & Stéphane Dauzère-Pérès & Hans Ehm & John W. Fowler, 2018. "Modelling and analysis of semiconductor supply chains," International Journal of Production Research, Taylor & Francis Journals, vol. 56(13), pages 4521-4523, July.
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    Keywords

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    JEL classification:

    • C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • L29 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Other

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