by Suddin Lada*, Anath Rau Krishnan

Universiti Malaysia Sabah, Malaysia

Full Text:

Abstract Due to the importance of brand personality in marketing, it is crucial to use our understanding of this concept in formulating the details of what the marketing department should do (i.e. decision making). It is however more easily said than done as the task is complicated since it is hampered by a lack of general agreement about the brand associations that constitute brand personality. Besides, brand personality consists of various attributes and intangible components which are difficult to measure accurately. Therefore, this paper proposes a hybrid multi-criteria decision making procedure, combining analytical hierarchy process (AHP) and decision making trial and evaluation laboratory (DEMATEL) method as to serve the decision makers with a quantitative means of assessing brand personality. The proposed procedure uses AHP to assign the weightage of each independent dimension of brand personality and DEMATEL to reveal the causal-effect relations between the attributes within each dimension. The outputs of AHP and DEMATEL will certainly facilitate the decision makers to make better-informed decisions concerning brand personality. This procedure could become a valuable asset for organizations that aspire them to develop effective marketing strategies and establish brand loyalty.

Keywords: Brand personality, AHP, DEMATEL

Updated:: 27/06/2022 [syazmer]