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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| Main Authors: | , , |
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| Format: | Article |
| Language: | English English |
| Published: |
2020
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| Subjects: | |
| 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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