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首页> 外文期刊>RAIRO Operation Research >A SATISFICING DEA MODEL TO MEASURE THE CUSTOMER-BASED BRAND EQUITY
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A SATISFICING DEA MODEL TO MEASURE THE CUSTOMER-BASED BRAND EQUITY

机译：用于衡量基于客户的品牌权益的令人满意的DEA模型

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摘要

Ever since the inception of brand values, these have become a benchmark for many datadriven strategies, eventually providing a basis for vertical/horizontal integrations, as well. In recent decades, brands have become comparable across the industries, based on their value derived either from the customer perception or in terms of the firm financials. Numerous models have been developed in time to measure the customer-based brand equity; nevertheless, they all evaluate brand equity in an absolute sense. The present research paper provides an avenue to measure the customerbased brand equity in a relative sense using a satisficing DEA model. The information for this model has been collected through a customer-based survey questionnaire in line with predefined brand equity dimensions, which have been verified through a confirmatory factor analysis. We demonstrate the approach by means of applying the proposed model to measure the efficiency of cell phone brands.
机译：自品牌价值诞生以来，这些价值便已成为许多数据驱动战略的基准，最终也为垂直/水平整合提供了基础。在最近的几十年中，基于其品牌价值（从客户的认知或公司财务状况出发），它们已在整个行业中具有可比性。及时开发了许多模型来衡量基于客户的品牌资产。尽管如此，他们都绝对地评估了品牌资产。本研究论文提供了一种使用令人满意的DEA模型从相对意义上衡量基于客户的品牌资产的途径。该模型的信息已通过符合预定品牌资产维度的基于客户的调查问卷收集，并已通过验证性因素分析进行​​了验证。我们通过应用所提出的模型来衡量手机品牌的效率来演示该方法。

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