PERFORMANCE EVALUATION OF BRANDS BASED ON THEIR VALUES USING THE DATA ENVELOPMENT ANALYSIS APPROACH

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ABOOY FATEMEH; SHAFIEE MAYSAM; SAFFARI ALI; KHODOAYARIAN MASOUD REZA

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Journal Paper

Paper Information

Journal: JOURNAL OF BUSINESS ADMINISTRATION RESEARCH Year:2017 | Volume:8 | Issue:16 Page(s): 37-58

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Title

PERFORMANCE EVALUATION OF BRANDS BASED ON THEIR VALUES USING THE DATA ENVELOPMENT ANALYSIS APPROACH

Author(s)

ABOOY FATEMEH | SHAFIEE MAYSAM | SAFFARI ALI | KHODOAYARIAN MASOUD REZA | Issue Writer Certificate

Keywords

BRAND

DATA ENVELOPMENT ANALYSIS

INSURANCE COMPANIES

PERFORMANCE EVALUATION

Abstract

The key to successful marketing strategies in local markets and global markets is to understand consumers’ behavior. Thus, identification of their needs and the factors affecting their choice of BRANDs is obviously essential. The present study seeks to evaluate the performance of insurance companys through BRAND PERFORMANCE EVALUATION using the DATA ENVELOPMENT ANALYSIS approach. The input in this study includes the number of employees, the number of branches, general and administrative expenses, and the total assets. The output includes BRAND loyalty, BRAND awareness, the dependence of perceived quality (BRAND grafts), and other proprietary BRAND assets.

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APA: Copy

ABOOY, FATEMEH, SHAFIEE, MAYSAM, SAFFARI, ALI, & KHODOAYARIAN, MASOUD REZA. (2017). PERFORMANCE EVALUATION OF BRANDS BASED ON THEIR VALUES USING THE DATA ENVELOPMENT ANALYSIS APPROACH. JOURNAL OF BUSINESS ADMINISTRATION RESEARCH, 8(16 ), 37-58. SID. https://sid.ir/paper/197142/en

Vancouver: Copy

ABOOY FATEMEH, SHAFIEE MAYSAM, SAFFARI ALI, KHODOAYARIAN MASOUD REZA. PERFORMANCE EVALUATION OF BRANDS BASED ON THEIR VALUES USING THE DATA ENVELOPMENT ANALYSIS APPROACH. JOURNAL OF BUSINESS ADMINISTRATION RESEARCH[Internet]. 2017;8(16 ):37-58. Available from: https://sid.ir/paper/197142/en

IEEE: Copy

FATEMEH ABOOY, MAYSAM SHAFIEE, ALI SAFFARI, and MASOUD REZA KHODOAYARIAN, “PERFORMANCE EVALUATION OF BRANDS BASED ON THEIR VALUES USING THE DATA ENVELOPMENT ANALYSIS APPROACH,” JOURNAL OF BUSINESS ADMINISTRATION RESEARCH, vol. 8, no. 16 , pp. 37–58, 2017, [Online]. Available: https://sid.ir/paper/197142/en

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