An integrated model for extending brand based on fuzzy ARAS and ANP methods

Abstract

Brand extension is one of the most popular strategies in marketing. This is due to the fact that consumers usually take into account the brand first because it indirectly reflects the design, quality, and functions. According to the significant role of brand in creating benefit and diminishing risk for a new product, this study intended to develop a novel model for selecting the most appropriate strategy in brand extension. However, there are a number of criteria influencing the possible strategies, and they often are interdependent. Therefore, a multi-criteria decision making model based on Analytic Network Process and Additive Ratio Assessment methods has been developed to systematically clarify the interdependent relationships among the evaluation criteria of brand extension and then, scientifically evaluate the feasible strategies and rank the priorities of brand extension strategies. The results of the proposed model show that “Production cost” is the most important factor, followed by “Quality of parent brand” and “Perceived risk” while “Ice cream” is the highest satisfaction of brand extension.

Keywords:

• brand extension
• MCDM
• ARAS
• ANP
• fuzzy
• model

JEL Classification:

• M21
• M31
• M37
• O16
• O22

Additional information

Notes on contributors

Mahmoud Zamani

Mahmoud ZAMANI is a PhD student in innovation at The University of Teheran Management School, Teheran, Iran. He is the author of more than 5 research papers. His interests include innovation, technology strategy, marketing and MCDM methods.

Arefeh Rabbani

Arefeh RABBANI graduated with MSc from the management and accounting faculty at Allame Tabatabaee University, Teheran, Iran in 2013. Her interests include innovation, human resource management (HRM), organization learning and Strategy.

Abdolreza Yazdani-Chamzini

Abdolreza YAZDANI-CHAMZINI. Master of Science in the Department of Mining Engineering, research assistant of Teheran University, Teheran-Iran. Author of more than 46 research papers. In 2011, he graduated from the Science and Engineering Faculty at Tarbiat Modares University, Teheran-Iran. His research interests include decision making, forecasting, modelling, and optimization.

Zenonas Turskis

Zenonas TURSKIS. Professor, senior research fellow at the Construction Technology and Management Laboratory of Vilnius Gediminas Technical University, Lithuania. His research interests include building technology and management, decision-making theory, computer-aided design and expert systems. Author of more than 90 research papers.