Nothing Special   »   [go: up one dir, main page]
Skip to main content
Springer Nature Link
Log in

A Fuzzy MCDM Analytic Model for Building Customers’ Brand Attachment Preference in Car Firms

  • Published:
International Journal of Fuzzy Systems Aims and scope Submit manuscript

Abstract

The more attached a customer becomes toward a specific brand, the stronger the extent of customer loyalty he or she will present. However, studies on brand attachment (BA) have been limited to the perspectives of enterprises about the manner in which to consolidate customer loyalty while opinions and views of customers are absent. This study integrates the views of enterprises and those of customers to build a BA-based multi-criteria decision-making (MCDM) model and adopts consistent fuzzy linguistic preference relations (CFLPR) to conduct empirical research on three car brands, namely Lexus, Mercedes-Benz, and BMW, by analyzing differences in customers’ BA preference to the three brands and assessing management performance. Findings reveal that the customers of the two German brands, Mercedes-Benz and BMW, emphasize hedonic needs while customers of Lexus, the Japanese brand, stress on bonds of personal emotional factors. Apart from being able to measure the precise strength of customers’ BAs, this analytic model can also help enterprises to examine changes of factors concerning customers’ BA on a regular basis as well as serving as the foundation for evoking consumers’ identification about brand personality, consolidating brand loyalty, and developing marketing communications strategies.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Subscribe and save

Springer+ Basic
$34.99 /Month
  • Get 10 units per month
  • Download Article/Chapter or eBook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime
Subscribe now

Buy Now

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2
Fig. 3
Fig. 4
Fig. 5
Fig. 6
Fig. 7

Similar content being viewed by others

Explore related subjects

Discover the latest articles, news and stories from top researchers in related subjects.

References

  1. Bergkvist, L., Bech-Larsen, T.: Two studies of consequences and actionable antecedents of brand love. Brand Manag. 17(7), 504–518 (2010)

    Article  Google Scholar 

  2. Park, C.W., Maclnnis, D.J., Priester, J.: Brand Attachment: Constructs, Consequences and Causes. Now, Boston (2008)

    MATH  Google Scholar 

  3. Bennett, R.R., McCoII-Kennedy, J.R., Coote, L.V.: Involvement, satisfaction, and brand loyalty in a small business services setting. J. Bus. Res. 60, 1253–1260 (2007)

    Article  Google Scholar 

  4. Park, C.W., Maclnnis, D.J.: The ties that bind: measuring the strength of consumers’ emotional attachments to brands. J. Consum. Psychol. 15(1), 77–91 (2005)

    Article  Google Scholar 

  5. Japutra, A., Ekinci, Y., Simkin, L.: Positive and negative behaviours resulting from brand attachment: the moderating effects of attachment styles. Eur. J. Mark. 52(5/6), 1185–1202 (2018)

    Article  Google Scholar 

  6. Tasi, S.P.: Fostering international brand loyalty through committed and attached relationships. Int. Bus. Rev. 20, 521–534 (2011)

    Article  Google Scholar 

  7. Thomson, M., Maclnnis, D.J., Park, C.W.: The ties that bind: measuring the strength of consumers’ emotional attachment to brands. J. Consum. Psychol. 15(1), 77–91 (2005)

    Article  Google Scholar 

  8. Whang, Y.O., Allen, J., Sahoury, N., Zhang, H.: Falling in love with a product: the structure of a romantic consumer-product relationship. Adv. Consum. Res. 31, 320–327 (2004)

    Google Scholar 

  9. Ahluwalia, R., Unnava, R., Bumkrant, R.: Consumer response to negative publicity: the moderating role of commitment. J. Mark. Res. 37(2), 203–215 (2000)

    Article  Google Scholar 

  10. Park, C.W., Maclnnis, D.J., Priester, J.: Brand attachment and management of a strategic exemplar. In: Schmitt, B.H. (ed.) Handbook of Brand Experience Management, pp. 1–36. Elgar Publishing, MA (2007)

    Google Scholar 

  11. Hsiao, C. H., Tasi, C. F., Nian, Q. M.: The study of attachment style, brand personality, brand attachment and co-branding evaluation from the co-branding perspective. J. Manag. 30(4), 323–344 (2013) (in Chinese)

  12. Pedeliento, G., Andreini, D., Bergamaschi, M., Jarl, S.: Brand and product attachment in an industrial context: the effects on brand loyalty. Ind. Mark. Manag. 53, 194–206 (2016)

    Article  Google Scholar 

  13. Dennis, C., Papagiannidis, S., Alamanos, E., Bourlakis, M.: The role of brand attachment strength in higher education. J. Bus. Res. 69, 3049–3057 (2016)

    Article  Google Scholar 

  14. Gillespie, E.A., Noble, S.M.: Stuck like glue: the formation and consequences of brand attachments among salespeople. J. Pers. Selling & Sales Manage. 37(3), 228–249 (2017)

    Article  Google Scholar 

  15. Tzeng, G.H., Shen, K.Y.: New Concepts and Trends of Hybrid Multiple Criteria Decision Making. CRC Press, Boca Raton (2017)

    Book  MATH  Google Scholar 

  16. Lu, M.T., Tang, L.L., Tzeng, G.H.: Environmental strategic orientations for improving green innovation performance in fuzzy environment—using new fuzzy hybrid MCDM model. Int. J. Fuzzy Syst. 15(3), 297–316 (2013)

    Google Scholar 

  17. Shen, K.Y., Hu, S.K., Tzeng, G.H.: Financial modeling and improvement planning for the life insurance industry by using a rough knowledge based hybrid MCDM model. Inf. Sci. 375, 296–313 (2017)

    Article  Google Scholar 

  18. Hu, S.K., Lu, M.T., Tzeng, G.H.: Improving mobile commerce adoption using a new hybrid fuzzy MADM model. Int. J. Fuzzy Syst. 17(3), 399–413 (2015)

    Article  Google Scholar 

  19. Shen, K.Y., Sakai, H., Tzeng, G.H.: Comparing two novel hybrid MRDM approaches to consumer credit scoring under uncertainty and fuzzy judgments. Int. J. Fuzzy Syst. 21(1), 194–212 (2019)

    Article  Google Scholar 

  20. Bottani, E., Antonio, R.: Strategic management of logistics service: a fuzzy QFD approach. Int. J. Prod. Econ. 103(2), 585–599 (2006)

    Article  Google Scholar 

  21. Chan, L.K., Wu, M.L.: A systematic approach to quality function deployment with a full illustrative example. Omega 33(2), 119–139 (2005)

    Article  Google Scholar 

  22. Hsu, T.H., Lin, L.Z.: Using fuzzy preference method for group package tour based on the risk perception. Group Decis. Negot. 23, 299–323 (2014)

    Article  Google Scholar 

  23. Yang, Y.Q., Wang, S.Q., Dulaimi, M., Low, S.P.: A fuzzy quality function deployment system for buildable design decision-making. Automat. Constr. 12(4), 381–393 (2003)

    Article  Google Scholar 

  24. Bell, S.J., Auh, S., Smalley, K.: Customer relationship dynamics: service quality and customer loyalty in the context of varying levels of customer expertise and switching costs. J. Acad. Market. Sci. 33(2), 169–183 (2005)

    Article  Google Scholar 

  25. Bowlby, J.: The Making and Breaking of Affectional Bonds. Tavistock, London (1979)

    Google Scholar 

  26. Bowlby, J.: Loss: Sadness and Depression. Basic Books, New York (1980)

    Google Scholar 

  27. Hazan, C., Shaver, P.R.: Romantic love conceptualized as an attachment process. J. Pers. Soc. Psychol. 52, 511–524 (1987)

    Article  Google Scholar 

  28. Weiss, R.S.: Loss and recovery. J. Soc. Issues. 44, 37–52 (1988)

    Google Scholar 

  29. Zachariah, R.: Maternal-fetal attachment: influence of mother-daughter and husband-wife relation- ships. Res. Nurs. Health 17(1), 37–44 (1994)

    Article  Google Scholar 

  30. Schultz, S. E.: An empirical investigation of person-material possession attachment Includes abstract. Thesis (Ph. D.), University of Cincinnati, Bibliography: Services Inc. 211–218 (1989)

  31. Schmitt, B.H., Shultz, C.J.: Situational effects on brand preferences for image products. Psychol. Mark. 12(5), 433–446 (1995)

    Article  Google Scholar 

  32. Sirgy, M.J.: Self concept in consumer behavior: a critical review. J. Consum. Res. 9, 287–300 (1982)

    Article  Google Scholar 

  33. Sirgy, M.J., Johar, J.S., Samli, A.C., Claiborne, C.B.: Self-congruity versus functional congruity: predictors of consumer behavior. J. Acad. Mark. Sci. 19, 363–375 (1991)

    Article  Google Scholar 

  34. Huber, F., Vollhardt, K., Matthes, I., Vogel, J.: Brand misconduct: Consequences on consumer–brand relationships. J. Bus. Res. 63(11), 1113–1120 (2010)

    Article  Google Scholar 

  35. Malar, L., Krohmer, H., Hoyer, W.H., Nyffenegger, B.: Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. J. Marketing. 75(4), 35–52 (2011)

    Article  Google Scholar 

  36. Kaufmann, H.R., Petrovicj, D.A., Filho, C.G., Adriano, A.: Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands. J. Bus. Res. 69(12), 5735–5747 (2016)

    Article  Google Scholar 

  37. Park, C.W., Maclnnis, D.J., Priester, J., Zhong, W.: The connection-prominence attachment model (CPAM): a conceptual and methodological exploration of brand attachment. In: Maclnnis, D.J., Park, C.W., Priester, J. (eds.) Handbook of Brand Relationships, pp. 327–341. M.E., New York (2009)

    Google Scholar 

  38. Park, C.W., Maclnnis, D.J., Priester, J., Eisingerich, A.B., Lacobucci, D.: Brand attachment and brand attitude strength: conceptual and empirical differentiation of two critical brand equity drivers. J. Mark. 74(6), 1–17 (2010)

    Article  Google Scholar 

  39. Park, C.W., Jaworski, B.J., Maclnnis, D.J.: Strategic brand concept-image management. J. Marketing. 50(4), 135–145 (1986)

    Article  Google Scholar 

  40. Dunn, L., Hoegg, J.: The impact of fear on emotional brand attachment. J. Consum. Res. 41(6), 152–168 (2014)

    Article  Google Scholar 

  41. Paksoy, T., Pehlivan, N.Y., Kahraman, C.: Organizational strategy development in distribution channel management using fuzzy AHP and hierarchical fuzzy TOPSIS. Expert Syst. Appl. 39, 2822–2841 (2011)

    Article  Google Scholar 

  42. Wang, Z., Triantophyllou, E.: Ranking irregularities when evaluating alternatives by using some ELECTRE methods. Omega 36(1), 45–63 (2006)

    Article  Google Scholar 

  43. Saaty, T.L.: Decision Making with Dependence and Feedback: The Analytic Network Process. RWS Publications, Pittsburgh (1996)

    Google Scholar 

  44. Hsu, T. H., Tang, J. W.: An analytic model for developing strategies of customer relational management. Manag. Rev. 33(1), 1–17 (2014) (in Chinese)

  45. Tang, J.W., Hsu, T.H.: Utilizing the hierarchy structural fuzzy analytical network process model to evaluate critical elements of marketing strategic alliance development in mobile telecommunication industry. Group Decis. Negot. 27, 251–284 (2018)

    Article  Google Scholar 

  46. Wang, T.C., Chen, Y.H.: Applying consistent fuzzy preference relations to partnership selection. Omega 35(4), 384–388 (2007)

    Article  Google Scholar 

  47. Herrera-Viedma, E., Herrera, F., Chiclana, F., Luque, M.: Some issues on consistency of fuzzy preference relations. Eur. J. Oper. Res. 154, 98–109 (2004)

    Article  MathSciNet  MATH  Google Scholar 

  48. Xu, Z., Chen, J.: Some models for deriving the priority weights from interval Fuzzy preference relations. Eur. J. Oper. Res. 184, 266–280 (2008)

    Article  MathSciNet  MATH  Google Scholar 

  49. Wang, T.C., Chen, Y.H.: Applying fuzzy linguistic preference relations to the improvement of consistency of Fuzzy AHP. Inf. Sci. 178, 3755–3765 (2008)

    Article  MathSciNet  MATH  Google Scholar 

  50. Wang, T.C., Chen, Y.H.: Fuzzy multi-criteria selection among transportation companies with fuzzy linguistic preference relations. Expert Syst. Appl. 38(9), 1884–1890 (2011)

    Article  Google Scholar 

  51. Hsu, T.H., Hung, L.C., Tang, J.W.: An analytical model for building brand equity in hospitality firms. Ann. Oper. Res. 195, 355–378 (2012)

    Article  MathSciNet  MATH  Google Scholar 

  52. Tang, J.W., Hsu, T.H.: A fuzzy preference relations model for evaluating key supplier relationships in TFT-LCD TV panel manufacturing industry. Manag. Decis. 53(8), 1858–1882 (2015)

    Article  Google Scholar 

  53. Pandey, A., Kumar, A.: A note on “applying fuzzy linguistic Preference relations to the improvement of consistency of fuzzy AHP.” Inf. Sci. 346–347, 1–5 (2016)

    Article  MathSciNet  MATH  Google Scholar 

  54. Wang, Z.J.: Comments on “A note on ‘applying fuzzy linguistic preference relations to the improvement of consistency of fuzzy AHP.’” Inf. Sci. 372, 539–545 (2016)

    Article  MATH  Google Scholar 

  55. Grisaffe, D.B., Nguyen, H.P.: Antecedents of emotional attachment to brands. J. Bus. Res. 64, 1052–1059 (2011)

    Article  Google Scholar 

  56. Van Laarhoven, P.J.M., Pedrycz, W.: A fuzzy extension of Saaty’s priority theory. Fuzzy Sets Syst. 11(1–3), 199–227 (1983)

    MathSciNet  MATH  Google Scholar 

  57. Zadeh, L.A.: The concept of a linguistic variable and its application to approximate reasoning. Inf. Sci. 8(3), 199–249 (1975)

    Article  MathSciNet  MATH  Google Scholar 

  58. Büyüközkan, G.: Determining the mobile commerce user requirements using an analytic Approach. Comput. Stand. Inter. 31(1), 144–152 (2009)

    Article  Google Scholar 

  59. Jahn, S., Gaus, H., Kiessling, T.: Trust, commitment, and older women: exploring brand attachment differences in the elderly segment. Psychol. Mark. 29(6), 445–457 (2012)

    Article  Google Scholar 

  60. Carroll, B.A., Ahuvia, A.C.: Some antecedents and outcomes of brand love. Mark. Lett. 17, 79–89 (2006)

    Article  Google Scholar 

  61. Batra, R., Ahuvia, A., Bagozzi, R.P.: Brand Love. J. Mark. 76(3), 1–16 (2012)

    Article  Google Scholar 

Download references

Acknowledgements

This research was supported by the Ministry of Science and Technology, Taiwan, R.O.C. (MOST 106-2410-H-992-329).

Author information

Authors and Affiliations

  1. Department of Marketing and Distribution Management, National Kaohsiung University of Science and Technology, No. 2, Jhuoyue Rd., Nanzih Dist., Kaohsiung City, 811, Taiwan, ROC

    Tsuen-Ho Hsu & Wei-Cheng Liao

  2. College of Management, National Kaohsiung University of Science and Technology, No. 2, Jhuoyue Rd., Nanzih Dist., Kaohsiung City, 811, Taiwan, ROC

    Chun-Hsien Chen

Authors
  1. Tsuen-Ho Hsu
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Chun-Hsien Chen
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Wei-Cheng Liao
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Tsuen-Ho Hsu.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Hsu, TH., Chen, CH. & Liao, WC. A Fuzzy MCDM Analytic Model for Building Customers’ Brand Attachment Preference in Car Firms. Int. J. Fuzzy Syst. 23, 2270–2282 (2021). https://doi.org/10.1007/s40815-021-01100-2

Download citation

  • Received:

  • Revised:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s40815-021-01100-2

Keywords

Search

Navigation