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

Abstract

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.