American Journal of Mathematical and Computer Modelling
Volume 4, Issue 1, March 2019, Pages: 1-15
Received: Dec. 10, 2018;
Accepted: Feb. 7, 2019;
Published: Feb. 28, 2019
Views 676 Downloads 141
Nenad Stojanovic, Faculty of Agriculture, University of Banja Luka, Banja Luka, Bosnia and Herzegovina
Dominant group of factors that influence the brand market value, according to Aaker are: customer loyalty to the brand, perceived brand quality, brand familiarity and brand associations in comparison to competitors. Functional dependence between these factors and market brand value is not expressed in exact way, although these factors are quantitatively expressed with suitable index . Modern technique of fuzzy logic and fuzzy sets implementation for problem solving in areas of finance and management is based on FLC (fuzzy logic control) process. Implementation of FLC process In this paper is represented in order to determine brand market value that is mathematical model is constructed using fuzzy numbers and fuzzy logic, which is used to quantitatively determine brand market value. Brand market value TV=f (L, P, K, A) is expressed depending on customer loyalty (L) towards the brand, perceived brand quality (K), brand familiarity (P) and brand association (A) received from the customers, where the measurement rates are evaluated using by fuzzy numbers.
Application of Fuzzy Logic in Modeling Market Brand Value, American Journal of Mathematical and Computer Modelling.
Vol. 4, No. 1,
2019, pp. 1-15.
Poliščuk, E., J., (2004) Ekspertni sistemi, ETF, Podgorica.
M. Čupić, B. D. Bašić, M. Golub, (2013), Neizrazito, evolucijsko i neuroračunarstvo, Zagreb.
Z. Kovačević S. Bogdan, (2000), Inteligentno upravljanje sustavima, Fakultet elektrotehnike i računarstva, Univerzitet u Zagrebu, Zagreb.
Z. Ma, F. Zhang, L. Yan, J. Cheng, Fuzzy Knowledge Management for the Semantic Web, XI, 275 p. 67, Springer-Verlag Berlin Heidelberg, 2014.
M. Hans, (2005), Applied fuzzy aritmetican intraduction with engineering applications, Springer.
A. L. Zadeh, (1973) The concept of a lingustic variable and its application to aproximate reasoning, American Elsevire Publishing Company.
E. H. Mamdani, Application of fuzzy logic to approximative reasoning using linguistic systems, IEEE Transc Computer, 26 (1987) pp. 1189-1191.
F. Bouslama, A. Ichikawa, Fuzzy control rules and their natural control laws. Fuzzy sets and systems, 48, 1992, 65-86.
M. Braee, D. A. Rutherford, Theoretical and Linguistic Aspects of the Fuzzy Logic Controller, Automatica, Vol. 15. 1979, pp. 553-577.
P. Kotler, V. Wong, J. Saunders, G. Amstrong, Osnovi marketinga, Zagreb, 2006.
B. Grbac, Načela marketinga, Ekonomski fakultet, Rijeka, 2007.
K. L. Keller, Strategic Brand Menagement, Building-Measuring and Managing Brand Equity, Pearson Education Limited, 2013.
R. T. Rust, A. J. Zahornik, T. I. Keinigham, Returnon quality (ROQ): Making service quality financially accountable measurement, Journal of Marceting, April 1995.
T. Vranešević, Upravljanje markama, Zagreb, Accent, 2007.
S. F. Slater, E. M. Olson, V. K. Reddy, Strategy-Based Performance Measurement, Business Horizons, July-August, 1997, pp. 37-43.
B. D. Krstić, Satisfakcija potrošača: od kvalitativnog ka kvantitativnom mjerenju, Zbornik radova "Razvoj marketinga–nove tendencije”, Ekonomski fakultet u Nišu, Novembar 2001, str. 187-198.
T. Vranešević, M. Marušić, Mjerenje vrijednosti marke, Zbornik Ekonomskog fakulteta u Zagrebu, No1, 2003, pp. 129-148.
A. D. Aaker, Building strong brands, New York, The Free Press, 1996.
M. V. Serdar, M. (1977), Udžbenik statistike, Školska knjiga, Zagreb.
N. S. Sivanandam, S. Sumathi, N. S. Deepa, (2007) Introducion to Fuzzy Logic using MATLAB, Springer/ Verlag Berlin Heidelberg.