Zabiihi, R.

[ 1 ] - یک مدل کمی ارزیابی ارزش ویژه نام و نشان تجاری محصولات با استفاده از تکنیک‌های تحلیل شبکه‌ای فازی-تحلیل پوششی داده‌ها برمبنای رویکردکارت امتیازی متوازن

Brands have been increasingly considered as primary capital for businesses. Thus, the concept and measurement of brand equity has interested academicians and practitioners for more than a decade, primarily due to the importance in today's marketplace of building, maintaining, and using brands to obtain a definite competitive advantage. To now, there have been three different perspectives for co...