The Fuzzy Comprehensive Assessment of Brand Competitiveness of Property Insurance Companies

Abstract:

This paper presents a practical assessment of brand competitiveness in property insurance industry through Fuzzy Comprehensive Assessment. The multicriteria evaluation model and weighting matrix have been determined by the Analytic Hierarchy Process (AHP). The synthetically appraisal score of property insurance companies can be estimated by Fuzzy Comprehensive Assessment, which contains a two-stage decision. At the end of this paper, three listed property insurance companies have been evaluated following the above methods.

• Periodical: Applied Mechanics and Materials (Volumes 55-57)
• Pages: 1489-1493
• DOI: https://doi.org/10.4028/www.scientific.net/AMM.55-57.1489
• Online since: May 2011
• Authors: Shao Fu Song, Guang Jin Li, Ying Sheng Su
• Keywords: Analysis Hierarchy Process (AHP), Brand, Competitiveness, Fuzzy Comprehensive Assessment

References

[1] J. Lannon, P. Cooper: International Journal of Advertising Vol. 2(1993), p.119.

[2] S. Brown: Postmodern marketing (Routledge, London 1995).

[3] L.D. Chernatory, M. McDonald: Creating powerful brands (Buderworth-Heinermann, Oxford 1998).

[4] Y.G. Wang: Journal of Wuhan University of Technology (Social Science Edition), Vol. 15 (2002), p.215.

[5] Y. Bai: Journal of Wuhan University of Technology Vol. 24 (2003), p.336.

[6] A. S Song, W. Ma: Journal of Jiangxi University of Finance and Economics Vol. 2 (2008), p.119.

[7] T.L. Saaty: Decision making for leaders (RWS Publications , Pittsburgh 1992).

[8] G.L. Shostack: Journal of Marketing Vol. 51(1987), p.34.