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Application of AHP and DEMATEL Procedure on Brand Experience

Brand experience comprises of numerous dimensions, attributes, and intangible components which are difficult to measure accurately. Hence, this paper proposes a hybrid multi-criteria decision making procedure, combining the analytical hierarchy process (AHP) and decision making trial and evaluation...

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Bibliographic Details
Main Authors: Suddin Lada, Joehan Joehari William, Azaze-Azizi Abdul Adis
Format: Article
Language:English
English
Published: 2020
Subjects:
HB Economic theory. Demography
Online Access:https://eprints.ums.edu.my/id/eprint/26320/1/Application%20of%20AHP%20and%20DEMATEL%20Procedure%20on%20Brand%20Experience.pdf
https://eprints.ums.edu.my/id/eprint/26320/2/Application%20of%20AHP%20and%20DEMATEL%20Procedure%20on%20Brand%20Experience1.pdf
https://eprints.ums.edu.my/id/eprint/26320/
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https://eprints.ums.edu.my/id/eprint/26320/1/Application%20of%20AHP%20and%20DEMATEL%20Procedure%20on%20Brand%20Experience.pdf
https://eprints.ums.edu.my/id/eprint/26320/2/Application%20of%20AHP%20and%20DEMATEL%20Procedure%20on%20Brand%20Experience1.pdf
https://eprints.ums.edu.my/id/eprint/26320/

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