The effect of luxury brands’ sustainable fashion marketing types on authenticity, brand attitude, and purchase intention

Lee, Hojae; Ko, Eunju; Lee, Sanghoon

doi:10.1080/21639159.2023.2248154

Cited by 7 publications

(1 citation statement)

References 33 publications

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“…(2) In the traditional QFD method, through pairwise comparison between factors, n(n À 1)/2 judgments are required for the comparison matrix of n factors, which is often time consuming and lacks consistency standards. In this study, the proposed integrated QFD method can provide a complete preference consistent with the finding of Lee et al (2023), who believe that these characteristics play a key role in maintaining corporate identity and brand dependence. Therefore, the characteristics of hedonic and emotional needs are closely related to the highly personal emotional perception of brands and companies.…”

Section: The Comparison Of Ranking Results Of Different Methodssupporting

confidence: 76%

Evaluations of brand management strategies for luxury goods with a hybrid fuzzy multicriteria decision making model

Hsu,

Lin,

Chen

2024

Manage Decis Econ

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The previous studies on brand attachment (BA) are relatively limited to exploring the relation between the customer's BA and loyalty from the enterprise's perspective. This study employs a hybrid fuzzy multicriteria decision‐making model with a quality function deployment (QFD) and a fuzzy association matrix is used to explore customer BA and the corresponding BA management strategies for enhancing brand loyalty. Results indicate the integration strategy, which comprises the personality, expertise, and kindness of the brand's salespersons and the development of intelligent automobile technology, is used to signal brand value and thereby stimulate customer resonance with the brand.

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Section: The Comparison Of Ranking Results Of Different Methodssupporting

confidence: 76%