IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-734-2_48.html

Enhancing the Brand Competitiveness of Pujiang Kiwi: A Consumer-Centric Analysis

In: Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025)

Author

Listed:
  • Xiaoyang Zhang

    (Chengdu University of Information Technology)

  • Ping Zhu

    (Chengdu University of Information Technology)

  • Qiancheng Ma

    (Shanghai Business School)

Abstract

The entropy method is an objective technique for weighting indicators in multi-criteria decision-making, based on information uncertainty. When data shows low variation, entropy is low, indicating high information content. High variation leads to high entropy, reflecting lower information content. By calculating the coefficient of variation and information entropy, the method determines each indicator’s weight objectively, reducing subjectivity and enhancing the accuracy and reliability of evaluations.

Suggested Citation

  • Xiaoyang Zhang & Ping Zhu & Qiancheng Ma, 2025. "Enhancing the Brand Competitiveness of Pujiang Kiwi: A Consumer-Centric Analysis," Advances in Economics, Business and Management Research, in: Huaping Sun & Hang Luo & Vilas Gaikar & Natālija Cudečka-Puriņa (ed.), Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025), pages 414-420, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-734-2_48
    DOI: 10.2991/978-94-6463-734-2_48
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-734-2_48. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.