Title: Research on evaluation of enterprise's brand competitiveness based on improved grey relational analysis

Authors: Limao Yang, Ding Tian, Xuan Tang

Addresses: Department of e-Commerce and Marketing, School of Business, Hubei University, No.11 Xueyuan Road, Wuchang, Wuhan, Hubei, 430062, China. ' Department of e-Commerce and Marketing, School of Business, Hubei University, No.11 Xueyuan Road, Wuchang, Wuhan, Hubei, 430062, China. ' Department of e-Commerce and Marketing, School of Business, Hubei University, No.11 Xueyuan Road, Wuchang, Wuhan, Hubei, 430062, China

Abstract: According to the character of brand competitiveness evaluation indexes, this paper uses grey relational degree analysis to comprehensively evaluate enterprise|s brand competitiveness. The improvement mainly shows on the determination of index weights. The combinatorial weighting coefficients method is used in this paper, which is the combination of subjective G1 method without consistency check and the objective entropy method to establish the weighting coefficients of the indexes. The method makes the evaluation process clear, and it is simple and unique. After that, the author makes an empirical practice on a basis of this method and gets a better evaluation result than traditional grey relational degree analysis.

Keywords: brand competitiveness; evaluation; grey relational analysis; GRA; combinatorial weighting coefficients; G1 method; entropy method; index weights; brands.

DOI: 10.1504/IJECRM.2008.019567

International Journal of Electronic Customer Relationship Management, 2008 Vol.2 No.1, pp.34 - 49

Published online: 16 Jul 2008 *

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