Dominant group of factors that influence the brand market value, according to Aaker are: customer loyalty to the brand, perceived brand quality, brand familiarity and brand associations in comparison to competitors. Functional dependence between these factors and market brand value is not expressed in exact way, although these factors are quantitatively expressed with suitable index [17]. Modern technique of fuzzy logic and fuzzy sets implementation for problem solving in areas of finance and management is based on FLC (fuzzy logic control) process. Implementation of FLC process In this paper is represented in order to determine brand market value that is mathematical model is constructed using fuzzy numbers and fuzzy logic, which is used to quantitatively determine brand market value. Brand market value TV=f (L, P, K, A) is expressed depending on customer loyalty (L) towards the brand, perceived brand quality (K), brand familiarity (P) and brand association (A) received from the customers, where the measurement rates are evaluated using by fuzzy numbers.
| Published in | American Journal of Mathematical and Computer Modelling (Volume 4, Issue 1) |
| DOI | 10.11648/j.ajmcm.20190401.11 |
| Page(s) | 1-15 |
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This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
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Copyright © The Author(s), 2019. Published by Science Publishing Group |
FLC Process, Fuzzy Logic, Mathematic Modeling, Market Brand Value
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APA Style
Nenad Stojanovic. (2019). Application of Fuzzy Logic in Modeling Market Brand Value. American Journal of Mathematical and Computer Modelling, 4(1), 1-15. https://doi.org/10.11648/j.ajmcm.20190401.11
ACS Style
Nenad Stojanovic. Application of Fuzzy Logic in Modeling Market Brand Value. Am. J. Math. Comput. Model. 2019, 4(1), 1-15. doi: 10.11648/j.ajmcm.20190401.11
AMA Style
Nenad Stojanovic. Application of Fuzzy Logic in Modeling Market Brand Value. Am J Math Comput Model. 2019;4(1):1-15. doi: 10.11648/j.ajmcm.20190401.11
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Download@article{10.11648/j.ajmcm.20190401.11,
author = {Nenad Stojanovic},
title = {Application of Fuzzy Logic in Modeling Market Brand Value},
journal = {American Journal of Mathematical and Computer Modelling},
volume = {4},
number = {1},
pages = {1-15},
doi = {10.11648/j.ajmcm.20190401.11},
url = {https://doi.org/10.11648/j.ajmcm.20190401.11},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajmcm.20190401.11},
abstract = {Dominant group of factors that influence the brand market value, according to Aaker are: customer loyalty to the brand, perceived brand quality, brand familiarity and brand associations in comparison to competitors. Functional dependence between these factors and market brand value is not expressed in exact way, although these factors are quantitatively expressed with suitable index [17]. Modern technique of fuzzy logic and fuzzy sets implementation for problem solving in areas of finance and management is based on FLC (fuzzy logic control) process. Implementation of FLC process In this paper is represented in order to determine brand market value that is mathematical model is constructed using fuzzy numbers and fuzzy logic, which is used to quantitatively determine brand market value. Brand market value TV=f (L, P, K, A) is expressed depending on customer loyalty (L) towards the brand, perceived brand quality (K), brand familiarity (P) and brand association (A) received from the customers, where the measurement rates are evaluated using by fuzzy numbers.},
year = {2019}
}
TY - JOUR T1 - Application of Fuzzy Logic in Modeling Market Brand Value AU - Nenad Stojanovic Y1 - 2019/02/28 PY - 2019 N1 - https://doi.org/10.11648/j.ajmcm.20190401.11 DO - 10.11648/j.ajmcm.20190401.11 T2 - American Journal of Mathematical and Computer Modelling JF - American Journal of Mathematical and Computer Modelling JO - American Journal of Mathematical and Computer Modelling SP - 1 EP - 15 PB - Science Publishing Group SN - 2578-8280 UR - https://doi.org/10.11648/j.ajmcm.20190401.11 AB - Dominant group of factors that influence the brand market value, according to Aaker are: customer loyalty to the brand, perceived brand quality, brand familiarity and brand associations in comparison to competitors. Functional dependence between these factors and market brand value is not expressed in exact way, although these factors are quantitatively expressed with suitable index [17]. Modern technique of fuzzy logic and fuzzy sets implementation for problem solving in areas of finance and management is based on FLC (fuzzy logic control) process. Implementation of FLC process In this paper is represented in order to determine brand market value that is mathematical model is constructed using fuzzy numbers and fuzzy logic, which is used to quantitatively determine brand market value. Brand market value TV=f (L, P, K, A) is expressed depending on customer loyalty (L) towards the brand, perceived brand quality (K), brand familiarity (P) and brand association (A) received from the customers, where the measurement rates are evaluated using by fuzzy numbers. VL - 4 IS - 1 ER -
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