Application of AHP and DEMATEL Procedure on Brand Experience

• 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/

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...