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...

Full description

Bibliographic Details

Main Authors:	Suddin Lada, Joehan Joehari William, Azaze-Azizi Abdul Adis
Format:	Article
Language:	en en
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/
Tags:	Add Tag No Tags, Be the first to tag this record!